The sneaker war between shoe companies battling to sign
NBA players was examined last night by CNN/SI's Nick
Charles. Charles: "While NBA officials are starting to
sweat about who will pick up the mantel once Michael rides
off into the sunset ... big hitters in corporate America are
also stepping up their hunt for the next Jordan." adidas
Dir of Sports Promotions Sonny Vaccaro: "What I found out a
long time ago is you need someone to carry the flagpole for
you, and so you identify with who you think are the very
best people to do that" (CNN/SI, 7/29).
ADIDAS GOES YOUNG: Vaccaro has used adidas's ABCD
summer basketball camp "to begin forging friendships with
fresh new players he hopes will end up in the adidas lineup
[as] spokesmen." Charles: "Because Nike has approximately
200 NBA players under contract, it's impossible for any
other shoe company to compete in the numbers game. Reebok
though has Shaq in its stable, and Fila's major connection
is Grant Hill. Which leads adidas to take another approach:
an attempt to corner the younger generation by landing
rising stars." Kobe Bryant is the "focal point of an adidas
lineup stocked with youth such as Jermaine O'Neal and Tim
Thomas -- a group from which adidas hopes will provide them
a hefty slice of the market." Eighteen-year-old Tracy
McGrady also signed a six-year, $12M deal with adidas.
Charles: "Not coincidently, McGrady, Thomas, O'Neal and
Bryant participated in the adidas summer camp." Vaccaro:
"What you always have in your favor is when you develop a
relationship, then you win all ties, and that's what makes
it more equal." Charles: "There will never be another
Michael Jordan, but that doesn't mean anyone's about to stop
searching for one. And the younger NBA draftees become, the
earlier shoe companies will begin their battle to make
inroads and forge relationships that will mean big money in
the bank for everyone concerned" ("CNN/SI," 7/29).
