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Marketing and Sponsorship

Kyrie Irving Dishes On His Innovative Marketing Strategies

The success of Uncle Drew helped Irving think of new ways to connect with fans and consumersGETTY IMAGES

In crafting deals with the likes of Pepsi, Nike and headphone brand Skullcandy, Celtics G Kyrie Irving has focused on creating an "innovative strategy to become an icon off the floor," according to Gary Washburn of the BOSTON GLOBE. Irving said that he had "no intention of making 'Uncle Drew' into a movie" -- originally believing it was "merely a neat idea for a Pepsi commercial." But the character's popularity "grew, calling for more commercials." Irving then "made an astute move by insisting on owning a piece of the rights to 'Uncle Drew,' and he detailed contentious negotiations with Pepsi." Irving said, "We got 500,000 views, we’re at 5 million, we’re at 10 million, and Pepsi and my team were like, ‘OK. Who’s going to jump to trademark this thing.’ That was the conversation and they allowed us to get in and I say allowed, because Pepsi was a huge company and they have way more lawyers." Meanwhile, Irving’s Skullcandy deal included a "stake in their burgeoning business, as well as his own headphone brand." Irving: "That was at a time where I didn’t even know what equity stake meant. I was so used to the framework of athlete sponsorship of how that works. Over time you just realize there’s a business component you have to understand, of time versus value." Irving also said that he "wanted something different than a common shoe deal." Irving: "The vision I have for my particular brand with Nike is something I don’t think they’ve seen before. I’m really hands-on." Irving said that he "implored Nike officials to get out of the office, hit the streets, and see the shoes and clothes young people were wearing" (BOSTON GLOBE, 10/7).

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