Nike exec cites boom in All-Star
February 18, 2004 | 12:00am
LOS ANGELES For Nike executive Rodney Knox, the National Basketball Association (NBA) All-Star Weekend is a shot in the arm of sports apparel and footwear companies.
Knox said in Nikes Beverly Hills store, sales zoomed to 300 percent over the same period last year, mainly because of the excitement triggered by the annual classic. Nike took advantage of the media hype to introduce six models of shoes during the week.
"The All-Star Weekend is a show thats more entertainment than competition," noted Knox who joined Nike five months ago after working a total of 24 years for the football clubs San Francisco 49ers and San Diego Chargers. "Its about individual effort. The players take a deep breath and enjoy the break from the action. Then they go back to work refreshed, ready to get their teams on track for the playoffslike a horserace, its like turning the corner."
Knox said its an honor for a player to be named an All-Star. "Of course, we wouldve liked to see LeBron (James) in the All-Star Game," he continued. "But in the Rookie Challenge, he showed what he can do. Hes still young with lots of potential. There are many more All-Star Games ahead of him. Take nothing away from the 12 All-Starsthey all deserved to play in the game."
James, 19, signed a $90 million, seven-year deal to endorse Nike products even before he played his first NBA game. He is the center of a global marketing effort launched by Nike this season.
"Whats incredible is LeBrons maturity despite his age," said Knox. "Hes not fazed by the pressure. He doesnt run and hide. He knows how to handle himself. Hes been the focus of national attention since he was 14 years old so hes probably used to it by now. We consult LeBron and use his ideas to design his personal line. An example is his new wheat gold shoe. Because he once told us hell play in hiking boots if necessary, we designed a wheat gold shoe that is the traditional color of a hiking boot."
Knox said Nikes Beverly Hills store is the fourth largest Niketown among 12 in the US after New York, Chicago and San Francisco. A specialty store of females called Nike Goddess is also in the city.
Knox, a Masters in Sports Management degree holder from the University of San Francisco, said Nikes cast of athletic endorsers was carefully chosen. "We work closely with our endorsers," he explained. "We choose our endorsers not only on the basis of their skills but also their willingness to reach out to the fans. We realize that some endorsers come and gothats part of the business and we wish them well. But weve got a stable of endorsers were proud of. The Revolution guys include the young guns like LeBron, Amare Stoudemire, Tayshaun Prince, Carmelo Anthony and Dujuan Wagner. Then weve got the veterans like Jason Kidd, Paul Pierce, Gary Payton and Rasheed Wallace who still wears the 15-year-old Nike Dunks."
As for newly-recruited endorser Kobe Bryant, Knox said his personal line is now being conceptualized and developed. "Kobes a dynamic player and we support him," said Knox.
Michael Jordan is easily Nikes most prominent endorser. "He started endorsing Nike in 1986 and we developed his own line several years ago," said Knox. "Hes loyal to Nike. If you notice in his NBA career, he practically played for just one team, Chicago. Thats how he is. Weve got a specialist Tinker Hatfield who designs the Jordan line with Michael himself."
Despite his retirement, Jordan remains Nikes most popular endorser. His new shoe Air Jordan XIX was launched here yesterday.
As for Nikes rising stars, Knox said James and Anthony are at the head of the list. "Theyre both young and energetic," he said. "Their skills are incredible for their age. Theyre charismatic. LeBron is more playful, joking with fans almost like a child while Carmelo is quiet and his skills are remarkably refined for a player of his experience."
Knox said he played basketball in high school and grew up idolizing New York Knicks legend Walt Frazier. In football, his idols are Lenny Moore of the Baltimore Colts and Lester Hayes of the Oakland Raiders.
Knox said he hopes to visit the Philippines soon because it is a major Nike market. "Were all about innovations and bringing in new ideas for our products," he went on. "The Philippine market is very strong for us. We know Filipinos love and understand basketball. Whats interesting is weve noticed a trend of consumer preference not only for performance shoes but also for our lifestyle or fashion line."
The celebrities who checked out Niketown this weekend included Vince Carter, Carlos Boozer and West All-Stars coach Flip Saunders of the Minnesota Timberwolves.
The other day, the Niketown store attendants all wore Clevelands retro jersey, No. 23. Its no coincidence that Jordan wore No. 23 in his storybook NBA career and Nikes new generation star James wears the same number.
Knox said in Nikes Beverly Hills store, sales zoomed to 300 percent over the same period last year, mainly because of the excitement triggered by the annual classic. Nike took advantage of the media hype to introduce six models of shoes during the week.
"The All-Star Weekend is a show thats more entertainment than competition," noted Knox who joined Nike five months ago after working a total of 24 years for the football clubs San Francisco 49ers and San Diego Chargers. "Its about individual effort. The players take a deep breath and enjoy the break from the action. Then they go back to work refreshed, ready to get their teams on track for the playoffslike a horserace, its like turning the corner."
Knox said its an honor for a player to be named an All-Star. "Of course, we wouldve liked to see LeBron (James) in the All-Star Game," he continued. "But in the Rookie Challenge, he showed what he can do. Hes still young with lots of potential. There are many more All-Star Games ahead of him. Take nothing away from the 12 All-Starsthey all deserved to play in the game."
James, 19, signed a $90 million, seven-year deal to endorse Nike products even before he played his first NBA game. He is the center of a global marketing effort launched by Nike this season.
"Whats incredible is LeBrons maturity despite his age," said Knox. "Hes not fazed by the pressure. He doesnt run and hide. He knows how to handle himself. Hes been the focus of national attention since he was 14 years old so hes probably used to it by now. We consult LeBron and use his ideas to design his personal line. An example is his new wheat gold shoe. Because he once told us hell play in hiking boots if necessary, we designed a wheat gold shoe that is the traditional color of a hiking boot."
Knox said Nikes Beverly Hills store is the fourth largest Niketown among 12 in the US after New York, Chicago and San Francisco. A specialty store of females called Nike Goddess is also in the city.
Knox, a Masters in Sports Management degree holder from the University of San Francisco, said Nikes cast of athletic endorsers was carefully chosen. "We work closely with our endorsers," he explained. "We choose our endorsers not only on the basis of their skills but also their willingness to reach out to the fans. We realize that some endorsers come and gothats part of the business and we wish them well. But weve got a stable of endorsers were proud of. The Revolution guys include the young guns like LeBron, Amare Stoudemire, Tayshaun Prince, Carmelo Anthony and Dujuan Wagner. Then weve got the veterans like Jason Kidd, Paul Pierce, Gary Payton and Rasheed Wallace who still wears the 15-year-old Nike Dunks."
As for newly-recruited endorser Kobe Bryant, Knox said his personal line is now being conceptualized and developed. "Kobes a dynamic player and we support him," said Knox.
Michael Jordan is easily Nikes most prominent endorser. "He started endorsing Nike in 1986 and we developed his own line several years ago," said Knox. "Hes loyal to Nike. If you notice in his NBA career, he practically played for just one team, Chicago. Thats how he is. Weve got a specialist Tinker Hatfield who designs the Jordan line with Michael himself."
Despite his retirement, Jordan remains Nikes most popular endorser. His new shoe Air Jordan XIX was launched here yesterday.
As for Nikes rising stars, Knox said James and Anthony are at the head of the list. "Theyre both young and energetic," he said. "Their skills are incredible for their age. Theyre charismatic. LeBron is more playful, joking with fans almost like a child while Carmelo is quiet and his skills are remarkably refined for a player of his experience."
Knox said he played basketball in high school and grew up idolizing New York Knicks legend Walt Frazier. In football, his idols are Lenny Moore of the Baltimore Colts and Lester Hayes of the Oakland Raiders.
Knox said he hopes to visit the Philippines soon because it is a major Nike market. "Were all about innovations and bringing in new ideas for our products," he went on. "The Philippine market is very strong for us. We know Filipinos love and understand basketball. Whats interesting is weve noticed a trend of consumer preference not only for performance shoes but also for our lifestyle or fashion line."
The celebrities who checked out Niketown this weekend included Vince Carter, Carlos Boozer and West All-Stars coach Flip Saunders of the Minnesota Timberwolves.
The other day, the Niketown store attendants all wore Clevelands retro jersey, No. 23. Its no coincidence that Jordan wore No. 23 in his storybook NBA career and Nikes new generation star James wears the same number.
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