NBA Marketing Notes: Gordon Hayward Formally Switches To Anta
NBC SPORTS BOSTON noted Celtics F Gordon Hayward has formally "changed shoe sponsors" after announcing his new deal with Chinese apparel brand Anta and "ending his run with Nike." Hayward last month "agreed to a four-year shoe deal with Anta, giving Nike 10 business days to match the offer." They "didn't match the offer so now Hayward will be sporting plenty of new gear this season." The deal includes a "signature shoe planned for next fall" (NBCSPORTSBOSTON.com, 10/15).
NICE TIMING: Tissot announced partnerships with the Bulls and Wizards that makes it the official watch of both teams. The watchmaker now has sponsorships with six NBA teams, and it is the NBA's official watch at the league level. The Swiss brand also has partnered with Warriors G Klay Thompson and Hawks rookie G Trae Young, and is extending its deal with Hornets G Tony Parker. The athletes will appear in multimedia global campaigns for Tissot, while supporting dedicated fan content and engagement (Tissot).
AUTOMATIC ENGAGEMENT? ADWEEK's David Cohen noted Nike has "teamed up with conversational artificial intelligence platform Snaps on a Facebook Messenger bot for its Jordan Brand." Beta-testing of the new Messenger bot "began around the time" of the NBA’s All-Star Weekend in February. Nike said that the bot is "generating open rates" of 87%, "far outpacing" the typical 15-20% it sees from emails. Jordan Brand Global Senior Dir of Digital Dan Harbison added that while he "could not offer specific numbers on how many people are using the bot, his team is really happy with the fact that engagement with the bot has remained strong despite it being made available to a much broader audience" (ADWEEK.com, 10/13).
DEWING IT RIGHT: Mtn Dew Ice has added several names to its roster of athletes that already includes 76ers F Joel Embiid and Thunder G Russell Westbrook. Joining the brand are several top '18 NBA Draft picks: Kings F Marvin Bagley III, Cavaliers G Collin Sexton, Grizzlies F Jaren Jackson Jr. and Knicks F Kevin Knox, as well as Lakers G Josh Hart and Rockets C Clint Capela. Additionally, WNBA Las Vegas Aces F A'ja Wilson becomes the first female basketball player to join Mtn Dew Ice's roster. The Mtn Dew Ice lineup will engage in national and local marketing initiatives, from in-store and event activations to digital and social media campaigns -- and a new TV commercial featuring a superstar from the Dew roster that will premiere in the coming weeks (Mtn Dew).