Sep 11, 2012, 4:29 PM EDT
Michael Jordan is a basketball icon. The Jordan Brand is a business, it’s part of Nike, and like any brand it needs to expand its markets.
But to NASCAR? Yes. It may seem like an odd marriage — the sport with the most urban of fan base and the one with the most middle-American and rural — but right now the leading NASCAR driver Denny Hamlin sports the “jumpman” Jordan brand logo on his shoulder, back, belt and racing gloves.
And it started with a personal relationship. Hamlin — the current leader in the Sprint Cup Series standings — became a Bobcats season ticket holder a few years back (courtside, of course). And as he explained at NBA.com, he ran into Jordan at a game back in 2010.
I kind of walked by him at halftime whenever I went to a little bar area behind the court. So he was there one time, and he actually stopped me to congratulate me on my race the previous week. I don’t know if we had won or been in contention to win. I was like, ‘You watch NASCAR?’ And he said, ‘Yeah, I watch it every single week.’ And he started asking me a couple questions like, ‘What about this guy? Was this is a good move when that guy did this?’ And I started thinking, ‘Wow. This guy actually knows what’s going on in our sport.’
So from that point on, we just started a texting conversation for the next few months, and basically I asked permission from him to represent the Jordan brand in NASCAR.
This is a deal that works out well for both sides, explains an article at Forbes.com.
This relationship between Hamlin and Jordan is very significant not only for the Jordan Brand, but for sports endorsements in general. First of all it shines light on the Jordan Brand as more than just a sneaker brand. Also, it could be a stretch, but the sponsorship might actually help mesh the fan base of more urban sports, like basketball, and racing, which would be a big leap racially. Only six black drivers have raced in NASCAR’s 64-year history coming into 2012. Darrell Wallace Jr. made a name for himself this summer as a Drive for Diversity Program participant and is vying to become just the second African American Sprint Cup driver since 1986. The 18-year-old Wallace is also helping with another category of fan demographics, as the median age of NASCAR fans, according to Nielsen, is currently 51.6.
One guy wearing the Jumpman logo is not going to make basketball a hot red state sport, nor is it going to mean every inner city youth is going to want to grow up to be Jeff Gordon. (Should anyone want to grow up and be Jeff Gordon?)
But it’s a step. A small but important step. You combine that with the Thunder drawing big in Oklahoma City and you start to see some little changes. Little seeds. That’s where it starts.
And, of course, Nike and Jordan will be there to capitalize on it and make money.
May 18, 2013, 10:52 PM EDT
Midway through the fourth quarter of Game 6 and with the Knicks surging and clinging to a two-point advantage, Carmelo Anthony drove baseline and elevated, almost certainly expecting to finish this dunk over Roy Hibbert to further extend his team’s lead. Hibbert got there first, however, and met Anthony at the rim for this monster…
May 18, 2013, 8:29 PM EDT
Nate Robinson wasn’t only the Bulls’ main scoring punch during the playoffs, he symbolized the team’s heart, as well. Robinson put in many memorable performances during his injury-ravaged team’s run into the second round, including leading Chicago to a thrilling triple-overtime win over the Nets in the fourth game of that series, and helping to…
May 18, 2013, 7:01 PM EDT
By winning Game 5 against the Pacers, the Knicks have turned their series. After it seemed Indiana had a decided advantage, each remaining game is basically a tossup. Both teams could make arguments for why they have the upper hand in Game 6 tonight: In the Pacers’ favor: The Knicks are 0-4 at Indiana this…
May 18, 2013, 6:31 PM EDT
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Dennis Schroeder bows out of combine in Chicago, plans on skipping Eurocamp due to likely draft promise
May 18, 2013, 5:30 PM EDT
Dennis Schroeder is an international prospect from Germany that has been rapidly moving up draft boards. The 19-year old point guard is listed at 6’2″ with a 6’7.25″ wingspan, and the speed and flair with which he plays is already eliciting comparisons to Rajon Rondo in terms of ability, body type, and style. Schroeder was…
May 18, 2013, 4:07 PM EDT
For months, Duke coach Mike Krzyzewski has maintained he’s done as Team USA’s basketball coach. But he might be having a change of heart. Pete Thamel of Sports Illustrated: Duke Coach Mike Krzyzewski acknowledged in a phone interview Saturday that he’s in discussions to return as head coach of USA Basketball through the 2016 Olympics.…
May 18, 2013, 4:00 PM EDT
Damian Lillard is getting special edition shoes from adidas to honor his Rookie of the Year campaign with the Blazers. As with all commemorative releases, it’s the small design details that make them something worth coveting. From the official release: “The shoe’s sockliners feature Damian’s Twitter handle, an Oakland satellite print and “9800s” to represent…
May 18, 2013, 2:30 PM EDT
Toronto has until Monday to decide the fate of Bryan Colangelo as GM and the guy steering the Raptors ship — do they pick up his option for next season or release him? It looks more and more like the new management of Maple Leaf Sports and Entertainment — which owns the Raptors — wants…
May 18, 2013, 11:30 AM EDT
Predrag Danilovic, the Serbian guard (often called Sasha) who played for the Heat and Mavericks back in the 1990s, is in serious condition after being stabbed in a bar fight back in his native country, reports the Associated Press. Police say Danilovic was hurt during a brawl early Saturday in a cafe in a residential…
May 18, 2013, 10:50 AM EDT
The Charlotte Bobcats are about to go away — and the Charlotte Hornets are coming back. Fans in Charlotte have clamored for the change, particularly since the Tom Benson, the new owner in New Orleans, pushed for a name change from Hornets to the more locally popular Pelicans. It’s going to happen, reports CBSSports.com’s Will…
May 18, 2013, 9:30 AM EDT
The NBA has had a concussion policy in place for the past 18 months, and while all teams have been made aware of the details, they haven’t been publicly available until now. With the recent concussion that kept George Hill out of the Pacers’ Game 5 loss to the Knicks (and may sideline him even…
May 18, 2013, 8:00 AM EDT
To quote the great Wayne Gretzky, “You miss 100 percent of the shots you don’t take.” Nicole Muxo took a shot. The high school senior at Archbishop Coleman Carroll put a video on YouTube asking Dwyane Wade to be her date for her senior prom. Friday night, he showed up, reports NBCMiami.com. Muxo, who attends…
May 18, 2013, 2:51 AM EDT
Here is the reality of the NBA Draft Combine: It doesn’t matter that much. It’s one small piece of a big puzzle. This isn’t like the NFL draft where a good or bad combine can really move a guy on draft boards. The reason is pure numbers — in the NFL every year more than…
May 17, 2013, 10:45 PM EDT
Phil Jackson has a new book coming out, so he will be spending plenty of time talking it up at various media outlets in the coming weeks. The tour has begun in earnest, and the juiciest quotes from the book are beginning to be released. If there’s one subject Jackson can speak on with absolute…
May 17, 2013, 9:33 PM EDT
Vinny Del Negro coached the Clippers to a franchise-best 56 regular season wins, yet he is a man without a contract for next season. It’s been widely assumed that the team would go in another direction after L.A. was bounced from the playoffs in the first round, especially after getting out to a two games…
May 17, 2013, 8:07 PM EDT
George Hill played 37 minutes in the Pacers’ Game 4 win over the Knicks, and led the team in scoring with a game-high 26 points. So when the news broke shortly before tip-off of Game 5 that he had been ruled out due to a concussion, the collective head-scratching of when this might have happened…
May 17, 2013, 7:41 PM EDT
In 2009, Greg Oden averaged 16.7 points, 12.8 rebounds and 3.4 blocks per 36 minutes. After injury, Oden finally looked like the No. 1 pick (at least when not compared to Kevin Durant), and people were getting excited. Of course, you know how the story ends. More injuries for Oden, who hasn’t played since. Well,…
May 17, 2013, 7:24 PM EDT
As my friends can attest, I’m not always the smoothest guy around. But even I know to make a little small talk before trying to score a number. Apparently, the Spurs just rushed to the point when they were set up with Ohio State’s Deshaun Thomas. Jason Lloyd of Ohio.com: Thomas said teams asked him…
May 17, 2013, 6:53 PM EDT
Jerry Sloan is 71 years old. He’s a Hall of Famer. He spent 21 of his last 23 seasons coaching with either John Stockton or Deron Williams as his point guard. You think he wants to coach a team that’s hoping Brandon Jennings is its point guard next season? In the nicest terms possible –…
May 17, 2013, 6:19 PM EDT
It’s been a while since someone notable has weighed in on Derrick Rose’s decision not to return from his ACL injury this season, and I figured it his name would stay out of the headlines a little longer, considering the Bulls’ next game is in October. But Bradley Beal stepped up and filled the Rose-less…
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