Nike has signed U.S. sprinter Justin Gatlin to a new sponsorship deal despite his history of "two doping bans, including a four-year suspension" between '06-10, according to Matt Slater of the BBC. Gatlin "was sponsored by Nike prior to his second ban but has been wearing Chinese firm Xtep's kit" since '12. Gatlin, who won the Gold Medal at the 2004 Athens Games in the 100m, has "emerged as the greatest threat" to Jamaican sprinter Usain Bolt's "ambitions of winning a third consecutive clean sweep of the Olympic sprint medals." With Nike "locked in a fierce battle with Adidas, Puma and other challengers in the global sportswear market, the chance to sign a home-grown potential Olympic champion was clearly too good to pass up." Meanwhile, fellow U.S. sprinter Tyson Gay "will also be wearing Nike clothes and spikes this season, although the company denies this is a result of a formal tie-in." Nike said that Gay, who was dropped by adidas when he tested positive for a banned substance in '13, is "getting its equipment because he has started working with the Nike-sponsored coach John Smith" in L.A. (BBC, 3/25).
RAMIFICATIONS OF JUST DOING IT: In London, Ed Aarons reported British marathoner Paula Radcliffe, a Nike endorser, addressed the Gatlin signing on her Twitter account, writing, "I am very disappointed to hear this news. I don't believe it truly reflects the core values of the Nike that I am proud to represent, nor the integrity and the ideals of the people I work with on a daily basis." Former British sprinter Jason Gardener tweeted, "Nothing surprises me but this another bad message being sent by our sport" (GUARDIAN, 3/25). In London, Ben Bloom reported Darren Campbell, another former British sprinter, said that Nike "had not thought about the impact Gatlin’s deal will have on the sport." Campbell: "It worries me because I thought part of these sponsorship deals were about the individual being an ambassador for the brand. Nike are seen as one of the biggest brands in the world so I don't know how they are going to fan the flames of this. It’s absolute nonsense." He added, "Imagine if you are a Nike-sponsored athlete and you'll be wondering if Gatlin will be used in campaigns. I don't think I would be comfortable with that but athletes have to feed their families so what do they do?" (TELEGRAPH, 3/25).
