So far, the NBA lockout has had little to no effect on the sales of Nike and Adidas basketball sneakers.
So far, the NBA lockout has had little to no effect on the sales of Nike and Adidas basketball sneakers.
In the case of Nike, the company has promoted its “Basketball Never Stops” slogan. The video-rich marketing campaign features several of its top players — including Durant, Kobe Bryant and LeBron James — in a kaleidoscope of basketball scenarios, none of which include an NBA arena. Recently, Nike and James teamed up for an appearance in London. The three players made appearances during the summer in China.
“Television is much less important to selling sneakers today than it was in 1999,” during the last extended NBA work stoppage, [Matt Powell, an analyst for the SportsOneSource Group] said. “Sneaker sales are much more influenced by the web today. Brands get more exposure for products on YouTube than they do on (ESPN) SportsCenter.”
On the other hand, sales of NBA-licensed merchandise — jerseys, T-shirts, hats, trinkets and the rest — are expected to drop by at least a half, analysts say.
“That’s where the lockout hurts,” said Marshal Cohen, chief industry analyst with The NPD Group.
Read more at OregonLive.com.
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