What Nike’s Play in College Football Does for Business

Source: footwearnews.com --- Saturday, December 31, 2016
College Football fans will see nothing but the Swoosh logo on the field today. First, top-ranked Alabama will take on Washington in the Chick-fil-A Peach Bowl at the Georgia Dome in Atlanta. Game time is set for 3 p.m. ET. Then there’s the PlayStation Fiesta Bowl at the University of Phoenix Stadium in Glendale, Ariz., which will feature a clash between Clemson and Ohio State. It’s slated for 8 p.m. ET. Clemson quarterback Deshaun Watson. All four teams participating in the College Football Playoff are sponsored by Nike , the third time in the playoff’s three-year history that the Beaverton, Ore.-based athletic giant has outfitted all of the participating teams. With all four teams ready to go, Footwear News spoke with Matt Powell , global sports industry analyst with The NPD Group , on why Nike is so involved in college Football and how the teams wearing the Swoosh could affect Nike sales. Why is it important for Nike to be involved so heavily in college Football? Brands always want to have athletes performing at a high level wearing their products, and when you’ve got the four best Football teams in the U.S. playing in a championship all wearing Nike products, it really is a seal of approval, if you will, for the brand. And then there’s the marketing, the TV exposure, that they’re going to have — these games are very highly watched, and the logo will be very prominent. Washington running back Lavon Coleman. Does Nike’s presence ...

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