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Marketing and Sponsorship

Nike Taking Heat After Duke's Zion Williamson Breaks Shoe, Hurts Knee

Williamson's foot went through his Paul George-model shoe after its rubber sole ripped loosegetty images

Last night's North Carolina-Duke matchup featured a "very, very bad look for Nike" when Duke F Zion Williamson suffered a knee injury just 33 seconds into the game "after he planted his left foot to "pivot -- and his shoe exploded," according to Des Bieler of the WASHINGTON POST. A Nike spokesperson said of the incident, "We are obviously concerned and want to wish Zion a speedy recovery. The quality and performance of our products are of utmost importance. ... We are working to identify the issue" (WASHINGTONPOST.com, 2/20). The AP's Joedy McCreary noted Williamson "grabbed his right knee in pain after slipping awkwardly and falling when his left shoe fell apart as he planted." The blue rubber sole of his Paul George-model shoe "ripped loose ... from the heel to the toes along the outside edge, with Williamson's foot coming all the way through the large gap." (AP, 2/21). ESPN's Sean Farnham: "This is bad publicity. This is not the type of reaction that you really want" ("Golic & Wingo," ESPN Radio, 2/21).

DOING DAMAGE CONTROL: CNBC's Joe Kernan notes Nike is "now in damage control" following last night's incident. Pro4ma Founder & CEO Liz Dunn said, "They need to act quickly and talk about quality. They should really lean into this conversation" ("Squawk Box," CNBC, 2/21). The WALL STREET JOURNAL's Jason Gay people can "only imagine the freakout at Nike" last night, as Duke is one of many top college athletic departments the company outfits "in return for product placement on their best and brightest" (WSJ.com, 2/21). CBS' Gayle King asks, "Can you imagine the meetings that are happening at Nike today? Do you think Kevin Plank is on the phone calling Zion Williamson saying, 'We got a shoe for you?'" ("CBS This Morning," 2/21). ESPN's Max Kellerman said the "upshot of this may be that Nike is going to have to put some money into research and development and some advertising campaign about how they can make a sneaker that can hold Zion Williamson.” ESPN's Stephen A. Smith: “Nike will be just fine. The quality of their products are undeniable” (“First Take,” ESPN, 2/21).

SOLE PROVIDER: YAHOO SPORTS' Pete Thamel wrote Williamson's injury "lit up the phone lines in the shoe industry, as the sad shot of the shredded Paul George model Nikes" on the court "could end up haunting the company." The incident "certainly got the attention of the shoe world on social media." Puma's official Twitter account "quickly deleted a classless tweet that said: 'Wouldn't have happened in Pumas.'" Nike is expected to be a "major player in the bidding war for Williamson's first professional shoe contract." Assuming he is healthy, Williamson is "expected to have one of the biggest -- if not the biggest -- shoe deals ever for an NBA rookie." Nike would "obviously be a big player in any negotiation" (SPORTS.YAHOO.com, 2/20). Pro4ma's Dunn said the incident may create an "opportunity for Under Armour" to sign Williamson. Dunn: "Nike's loss is Under Armour's gain, at least in this viral moment" ("Squawk Box," CNBC, 2/21). But ESPN's Trey Wingo said, "Wouldn't it be amazing if he does sign with Nike or they go out of their way to make sure he does to make sure all is well between Duke, Zion and the Nike shoe company?" ("Golic & Wingo," ESPN Radio, 2/21).

DEVILS IN THE DETAILS: Duke is currently four years into a 12-year apparel deal with Nike, and the two have had an exclusive deal since '92 (THE DAILY). However, ESPN's Kellerman noted the next time Williamson "steps on a court for Duke, he's going have to put that same brand of sneaker on that just exploded on his foot." Kellerman: "He may be jeopardized by equipment" ("First Take," ESPN, 2/21). ESPN's Jalen Rose wonders what would happen if Williamson said he does not "trust this shoe and I don't want to play in that shoe anymore?" Rose: "Guess what happens then? He still needs to play in that shoe because Duke gets paid and Coach K gets paid. ... It's not necessarily in Zion's best interest to wear whichever shoe. It's in the university's and the coach's interest that he wears that shoe" ("Get Up," ESPN, 2/21). 

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