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Westbrook, Jordan, and Sneaker Wars: Nobody’s Bigger than the Jumpman

By SaintClair Edmunds III

May 2, 2015; Las Vegas, NV, USA; Chicago Bulls former player Michael Jordan in attendance before the boxing fight between Floyd Mayweather and Manny Pacquiao at the MGM Grand Garden Arena. Mandatory Credit: Mark J. Rebilas-USA TODAY Sports
May 2, 2015; Las Vegas, NV, USA; Chicago Bulls former player Michael Jordan in attendance before the boxing fight between Floyd Mayweather and Manny Pacquiao at the MGM Grand Garden Arena. Mandatory Credit: Mark J. Rebilas-USA TODAY Sports /
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Westbrook signed with the Jordan Brand in 2012.

When it comes to branding sports stars are usually pushed in creative ways that highlight their athletic abilities and greatest. Usually promotional campaigns by the sneaker giants don’t stray to far from this formula, which is understandable. It’s an easier sell to the public.

For example

or…

But, this appeal comes with limitations. Especially, for players on the Jordan Brand. Strictly marketing players with campaigns centered around basketball work…

if your selling a basketball shoe.

The Jordan Brand released Russell Westbrook’s signature shoe and to no one’s surprise it’s not a basketball shoe.

So, if it’s not a basketball shoe why market it as one. But, come to think of it, there was no marketing campaign around his shoe. Just him as a player. Take a look at one of the most recent commercials released by the Jordan Brand featuring Westbrook.

Again, this is a great commercial and it received tons air time during Thunder games in the Playoffs last year. But, so what? What is the purpose of this commercial? To tell us Westbrook’s  a fierce competitor. We already know that. Does this make me want to buy his shoes? Not really.

This type of promotion works to further push the Jordan Brand. We know Jordan as a fierce competitor so marketing one of their athletes this way works. As I said earlier, the entire Jordan Brand is represents an extension of Jordan himself.

Banking on selling shoes based purely on a player’s popularity won’t work anymore. The only three guys to sell this way are Durant, LeBron, and Kobe. All three came into the NBA over 10 years ago. Before social media took off the way it has. Boxing these athletes in to preset templates won’t work in today’s society.

One of the reasons, Adidas has seen such a resurgence in the last few years is because of their outside the box approach. And their most important signing.

Kanye West.

Now we all know Kanye primarily for one thing, music. Although, nowadays you can say being married to a Kardashian as well.

But, he’s now a fashion designer too.

When Adidas decided on marketing for his Yeezy Season 1 collection they appeared to relinquish a large amount of creative control to Kanye. But, more importantly, Adidas didn’t box in Kanye as just a rapper.

For example…

Putting your personal opinion about the clothes aside, nothing about this campaign screams rapper or hip-hop in any way. It stands alone as it’s own unique piece. Even the audio of Kanye isn’t typical music artist promo speech.

Now, understandably, there may not be many NBA players who can afford to swerve off into a bolder direction because they lack the personality or creativity to do so. The consumers wouldn’t get behind it.

However, Westbrook can.

Next: Part 4: Building a Brand

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