Don’t think that you, as a little fish, can’t land the big names or host that huge event! Here’s an example of Sneakers and NBA stars!
1995: Young man, just shy of 7 feet tall is coming out of high school, jumps in the draft, and ends up with the Minnesota Timberwolves. Before his NBA Career even starts, he’s landed a huge shoe deal with Nike that will give him the ability to have his own signature shoe. Who?? Kevin Garnett!
The deal was great! Nike was “the” shoe company for bball and if you we’re a top player, that’s what 90% of your peers were wearing in the NBA. The stats were truly staggering as majority of basketball players had on some Nikes. The trend of aggressive athlete sponsorship hadn’t caught on with all the major shoe companies who were making shoes for the hardwood.
But that would certainly change. The next year, a large deal was landed for 2of the hottest rookies of 1996-1997; Allen Iverson and Antoine Walker signing with Reebok, that same year Adidas picked up Kobe Bryant. All 3 showed up in the NBA with their own signature shoes – something rare at the time.
Fast forward a couple of years, Adidas and Kobe are having design issues, and he’s threatening, so Nike focuses their efforts to get Kobe on their team, which was official in 2005 with the launch of the Zoom Kobe 1. Why did they need Kobe to jump from Adidas? Because they went shopping! To the tune of Kevin Garnett, Tim Duncan, Tracy McGrady, Gilbert Arenas, just to name a handful. All receiving signature shoes, and becoming the new face of the 3 stripes brand.
A bold move by Adidas, one that paid off – big time. 75% of the high schools that I’ve seen play in the past week have been wearing Adidas gear from head-to-toe, and it stems partially from those big signings.
The bottom line: no matter how small you think (or know) you are in respects to your industry, a bold move can really pay off! Many times, the potential clients out there prefer to go with someone a little smaller because they want your creativity and perspective. Something that is totally different than their views on corporate culture. Go For the BIG FISH!
All the Best of Success!
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