Nike is one of the biggest apparel brands in the world. The company also has some of the biggest superstars in the world representing their brand. For the first time ever, Nike announced the signing of LeBron James for a lifetime contract. This announcement will make a big impact because it is the first time Nike has ever signed an athlete to a lifetime deal. This deal is also important for LeBron James because this deal will take care of him long after his playing days are over. Sport sponsorship is viewed as very important by the fans who watch the NBA, which is another positive for Nike in this deal.
LeBron James has been the center of attention in the basketball world since he was in high school in Akron, Ohio. Shoe companies, such as Adidas and Nike, were competing to sign LeBron as they knew he would become a superstar. He is now considered one of the best players to play the game of basketball, and he is not close to being done yet. The argument often comes up about who is better between Michael Jordan, Kobe Bryant, and LeBron James.
That is pretty good company to be associated with, and these three superstars are all signed to Nike, as well. Only one of them has a lifetime contract with Nike, and that is LeBron James. Nike is known to take care of their star athletes as they just signed Kevin Durant to a ten year, $300 million dollar deal last summer. Michael Jordan is with Nike, but he has his own brand within the company. Kobe Bryant is well established in the Nike Company also. Kobe Bryant is one of the reasons Nike does so well in the China market because his fan base there is so great. All these players are superstars and huge clients for Nike, but they were not the stars Nike chose to give a lifetime deal.
I believe the reason Nike chose to make this deal with LeBron is because his influence over this generation is so great. LeBron is the best basketball player in the world, and he also is a positive role model for kids. LeBron has only been viewed negatively in the public eye when he announced his decision to go to South Beach to team up with Dwayne Wade and Chris Bosh. He received a lot of backlash for the way he handled the situation. The fans of Cleveland moved past that when he decided to return home to the Cavaliers to help bring a championship to the state of Ohio.
His game is not the only thing that has grown over the years, as he has become a good businessman as well. He has been making business moves to help further his brand and take care of his family financially. LeBron even part owns his own Premiere Soccer Club. He has been appearing in movies and even produced a television show. LeBron has his hands in everything, and he continues to produce on the court. Nike made a very good move by signing LeBron to a lifetime deal. He is going to have a big influence over people in the world for a long time even after his basketball career. LeBron benefited from this deal because it will secure him financially long after he is done playing.
Sources
http://www.forbes.com/sites/kurtbadenhausen/2014/02/17/the-nbas-endorsement-all-stars-2014/#2715e4857a0be7f740b3b719
http://www.sbrnet.com.ezproxy.samford.edu/research.aspx?subrid=857#nbafansum3
http://espn.go.com/nba/story/_/id/14314807/lebron-james-signs-life-deal-nike
http://sportige.com/lebron-james-getting-everyones-dunk-contest-hopes-up-once-again-2013-08/
http://chinolariat.com/1080/sports/lebron-james-accepts-lifetime-deal-with-nike/ [link broken as of 10/8/2018]
Written by Marcus Johnson
General Editor: Macy Marin
