Isn’t it a funny thing – 86% of us say that pro-endorsement has no effect on whether they would or would not buy a sportswear product – yet, still the bank-breaking, eye-goggling numbers come in:
- Nike likely contribute a large share of LeBron James’ $42million annual endorsements
- As do Adidas with a David Beckham’s $42m worth
- And Puma reportedly give Usain Bolt $9m a year
One of the biggest of all: Nike’s reported $250m 10 year sponsorship of golfer Rory Mcilroy – at least for most of 2013 – has, in my opinion, not worked out well.
Required to use Nike’s golf clubs (note for Nike’s attorneys: I’m only stating facts and not for a moment claiming that correlation means causation) Rory’s form has dropped off a cliff.
From world number one to outside the top five in less than a year:
I have nothing at all against Rory, and truly hope that he regains his form – I was delighted to see he won the Australian Open recently. Neither do I have anything against Nike.
But I won’t be fooled
I agree that with the 86%. I won’t be convinced that something has inherent value because a famous person is wearing it – no matter how talented.
It can be downright patronising.
Clever marketing agencies vrs all of us
Clever marketing agencies think that the buying public is essentially malleable. It reminds me of the famous Don Draper quote:
“The reason you haven’t felt it is because it doesn’t exist. What you call love was invented by guys like me in order to sell Nylons.” – Don Draper
‘love was invented by guys like me’ – exactly! These marketing guys try to ‘invent’ reality. Ad men sell on emotion not necessarily the inherent value of the product.
We often do things simply because it affects us sub-consciously not because it is rational.
And, when we are not thinking rationally we lose.
The whole thing seems ridiculous. Yet the ad guys, the pros and the brands are not to blame. We are. The buying public. We are to blame for the situation. It is up to us not to lose.
Solution is about as easy as it can get. Why don’t you, the customer, keep the dollars you would otherwise be giving the pro in your pocket.
Sportswear brand Tribesports has exactly this message – and it probably explains how they broke their Kickstarter funding goal in fewer than 40 hours and got featured on places like CNBC and Yahoo Finance. They retain quality but effect the savings in the supply chain which means you get same high-spec, high-tech product but for cheaper. See their model below.
Or, even better. Go see for yourself using one of these links:
The Tribesports model explained
A note on Special Reports. Special Reports are reports sponsored by third parties. However, they are written by the Insider and contain opinions honestly held by the Insider.