Hachimura has endorsement deals with seven partners and is expected to sign more this seasonNBAE/GETTY IMAGES
Casio is the latest brand to sign a multiyear deal with Wizards rookie F Rui Hachimura in an agreement that "calls for him to be a global ambassador for the Casio G-SHOCK," according to Kurt Badenhausen of FORBES. Hachimura eventually will "have a signature watch" under the new deal. The 21-year-old Hachimura has "signed endorsement deals with seven partners so far," including global deals with Jordan Brand, NEC, NBA 2K, Nissin Foods, SoftBank, SMBC and now Casio, with "another three or four expected by February's All-Star break." That is an "unprecedented haul for an NBA rookie." Hachimura's "off-court earnings" are estimated to reach $10M this season, second only to Pelicans F Zion Williamson among rookies and "within the top 12 of all NBA players." Every major shoe brand was "in on the bidding for Hachimura" before he signed with Jordan Brand in June. He said that he is "excited to be the first Japanese Jordan athlete." The plan is for Nike to use Hachimura in "marketing in both Japan and the U.S." (FORBES.com, 11/5).
MAKINGS OF A STAR: ESPN.com's Nick DePaula noted Japan currently features Jordan products in "several hundred stores, and Jordan's overall revenue in Japan is just a fraction of what it is" in China or the U.S. The company "hopes Hachimura can change that, becoming an icon in his homeland who also transcends throughout Asia." Jordan Brand VP/Footwear Gentry Humphrey said Hachimura is "going to take it to another level." Humphrey: "He's a perfect complement, and he's going to help us grow our business internationally." DePaula noted because of Hachimura's status as a "national icon, there was unique competition to land him as a sneaker endorser." Initially, seven companies "presented to Hachimura, including basketball staples" like Jordan Brand and "multiple China-based companies." But, because of Hachimura's background, that group also "included a pair of basketball outsiders." Both Asics and Mizuno, who "don't currently sponsor any NBA players, presented extensive marketing plans, product concepts and pitches around making Hachimura the face of their company." In the end, Hachimura "decided to sign with Jordan Brand, which offered a blend of proven performance products, marketing ability around the world and an opportunity to join a smaller stable of players within the larger Nike umbrella" (ESPN.com, 11/7).
NEW SENSATION: In DC, Candace Buckner noted through the first few weeks of Hachimura's NBA career, he has been "one of the most covered athletes in the sport." After every game, he "conducts interviews away from the Wizards' locker room while standing in front of an NEC banner." Hachimura is "receiving similar treatment" to Angels P Shohei Ohtani, who was followed by "huge hoards of Japanese media" during his first two seasons in MLB. The "intense interest in Hachimura parallels" Yao Ming's rookie season. For Hachimura's home debut on Oct. 30, the NBA "issued 38 credentials to Japanese media members." Japanese wire service Kyodo News will be at "all 82 Wizards regular season games -- the first time the agency has covered a single player in the NBA" (WASHINGTON POST, 11/7).
