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A few days after defeating Serena Williams in the United States.
Open, Naomi Osaka has won a $ 10 million deal with Adidas. That would make the female athlete the best paid adidas.
And while the women's tennis equipment
and clothing is a relatively small market – about $ 100 million in the US, according to Matt Powell, NDP's senior technical advisor for sport – marketing issues are potentially very important.
higher.
The deal comes at a time when Adidas, Nike and Under Armor are all promoting their female side, repelling Lululemon's attack. (Currently, Nike is the # 1 seller
women's sportswear, followed by Lululemon, according to market research company NPD Group.)
Osaka, 20, is already an Adidas athlete, but is about to become a
super power of approval. She has just signed a three-year contract with Nissan and also has contracts with Yonex, Nissin Foods, Wowow and Citizen Watch.
publicity
publicity
The Adidas agreement would
"The closer to her annual support income of Serena Williams, estimated at $ 18 million, compared to that of any female athlete in the world, since Maria Sharapova had between $ 12 and $ 13 million previously
drug-related suspension, "says Barry Janoff, editor-in-chief of NYSportsJournalisme. (Williams' five-year Nike pact reportedly earned $ 40 million).
"Osaka has the skills, personality (including sense of humor) and appearance, and at age 20 he's in touch with a strong marketing demographer … to attract more marketers," he says.
Daily marketing
A spokesman for Adidas declined to comment on speculation about his partnership with Osaka.
Representing Japan, the biracial athlete (his father is
Haitian, mother is Japanese and grew up in Florida), she conquered hearts by keeping her cool in her victory over Williams, tainted by the fact that many denounced the sexist character.
It's too early to tell if Adidas will turn its brand talk into a racial and sexist bias, as Nike chose to do with its controversial decision to use Colin Kaepernick
"Dream Crazy" campaign. But Powell told Marketing Daily that he thought it was likely: "Brands are smart to share their core values with their consumers," he says. "I
think we will hear more social issues in sports brand marketing. "
Nike, meanwhile, increases the volume of its marketing to women with a new – and noisy –cry. "The more we play hard, the more we change the game," he says in his introduction to the new announcement.
is about the power of female determination: "Get Loud. Get moving. (In addition to the highly vocal Williams, it includes shouts of boxers, runners, BMX riders and even submarines).
polo match.)
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