The One that Got Away: Deion’s Divorce from Nike for Under ArmourNovember 2, 2011
Make no mistake about it. Deion Sanders was my favorite football player. I really don’t have a favorite current player now. My love affair with Randy Moss ended. I had flings with Champ Bailey, Charles Woodson, Dre Bly, Michael Vick and a few others as well. I guess you could say Chris Johnson is my dude now, but he’s been tripping of late.
No one did it like Primetime. What made it even better was that Prime rocked my favorite shoe brand…The Swoosh! Nike baby. It was perfect and life was grand. The famous Diamond Turf’s that Deion rocked never reached Air Jordan fame, but they are well respected in the hood and are in the sneaker hall of fame.
Something has been bothering has been bothering me since Deion retired from the NFL. Anytime, I see Deion on TV he isn’t wearing Nike, he was wearing the enemy. The person that talked crazy to your mother. The best friend that had sex with your girlfriend. The creep that got your sister pregnant and left her to raise a son on her own….you know…Under Armour. The undisputed enemy. I’m in denial every time I see Deion wearing the enemy. I don’t want to believe that my favorite player and brand had separated. The question is why?
Since his retirement, Deion has taken the usual route of a successful football player, philanthropy work and becoming a sportscaster. The philanthropy work, TRUTH, has been Deion’s most impressive post football venture. The “TRUTH” movement in Dallas is like the Roman Empire of youth football. Texas is richer in football talent than it is in oil. There is black gold in south Dallas in the form of awesome athletes, most of which are unguided black athletes that Deion is giving an opportunity for success in life through TRUTH. The movement encompasses football and basketball teams for boys and girls that travel across the country and play other youth league teams.
TRUTH’s creed is Trust in God. Respect myself and others. Understand I have unlimited possibilities. Try my Best and never give up. Honor myself and the Truth Creed at all times.
One last thing about TRUTH, their all draped in Under Armour. Every inch of them and so is their leader. Under Armouroptimus Prime.
If you tell me Deion’s influence with Under Armour isn’t swaying those kids and other kids across the country you are a fool. Although Nike outfits over 100 of the 120 FBS(formerly D-1) collegiate programs, Under Armour has a firm grip on 12 programs such as South Carolina, Auburn and more.
Under Armour’s NFL roster includes:
Miles Austin
Anquan Boldin
Tom Brady
Brian Cushing
Vernon Davis
Ray Lewis
Rey Maualuga
Cam Newton
Dominique Rodgers-Cromartie
Julio Jones
Santana Moss
Yeah, it’s a quarterback driven league and Under Armour sponsors the best in the game, Tom Brady, and the possible future at the position in Cam Newton.
If you tell me Prime’s influence isn’t influencing kids and other players, then you probably believe Tim Tebow will be a great QB and with the right players the 90s Nebraska Cornhusker option offense would work in the NFL. Is Under Armour a threat to Nike? Hell yes.
What happens if one of those kids is the next Bo Jackson? You know, the guy who KNOWS everything, and quite possibly could have had the hip-hop culture influence of Michael Jordan had he not got hurt. When that future Bo Jackson leaves college and all the shoe companies throw money, dreams, and sneaker joy at them. He’s probably going to stay loyal and sign to the brand he’s known since he was young — Under Armour.
Yes, Nike is awesome. Yes Wieden + Kennedy(Nike’s advertising agency) is just as influential in the non-fictional Unicorn that is Michael Jordan, but make no mistake about it — Michael Jordan made Michael Jordan. Nike was just the creatine and Wieden + Kennedy was the steroids, and he really didn’t need either. Imagine if Jordan signed with Reebok and BBDO was the advertising agency behind Jordan? You mean to tell me his influence would be less than what it is now? I really don’t.
I’m not sure why Deion and Nike split up. I’ve heard secret rumblings, and that it was an “unfortunate” situation, but that’s all I’ve got. I’d assume Deion wanted too much money and Nike was like, dude…you can’t expect us to pay you that much when you’re not even starting anymore. But there’s always two sides to a story and the truth is always somewhere in the middle. Either way, Deion took his talents of influence to the enemy and is spawning a revolution.
I also heard a rumor that Nike may be buying Under Armour…not sure how viable that is, but if it’s true, I don’t think Under Armour would sell if The Swoosh offered. Truthfully, it doesn’t really matter what shoe company is sponsoring the TRUTH movement, because it’s about the kids.
But in all honesty, I’m a Swoosh Boy ’til the death of me and I miss these days….
That’s all I got,
Ricky Writer
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