Made in China: Steve Nash Leaves Nike for Luyou
It seems that this NBA season is a time of transition for Steve Nash. In late 2010, he announced that he was divorcing from his wife. He endured another separation with Amar'e Stoudemire leaving for the Knicks. And now, the two-time most valuable player is parting ways with Nike Basketball, after fifteen years, to sign with a Chinese athletics brand called Luyou. Why the sudden change at mid-season? Leaving major brands for start-ups is a new trend among veteran NBA players. Baron Davis, a noted fashion plate and friend of Nash, was one of the first to sign with an Asian-based company. Davis has his own signature shoe and his Beardman logo literally makes him the face of Li-Ning. Shaquille O'Neal is also part of Li-Ning. Kevin Garnett left adidas to join ATNA and became their marquee player, and not just a member of adidas' basketball "brotherhood".
Why the sudden trend? Are larger companies just not giving enough attention to the superstars? Is it about money? Or about growing their brand as players to ensure longevity once their playing days come to an end? Doing well the Asian market can translate to huge dollars in terms of jersey sales, revenue from signature shoes and marketability with other brands overseas that could continue into retirement. Players like Nash, Garnett and Shaq are so well-recognized in North America that it makes sense to to try to make headway in the world's largest economy. All three players signed with different upstart Chinese brands that are still based in China. Li-Ning opened a store in Portland, the hotbed of athletic gear, last year, but none of these brands have an NBA presence or endorsement roster like Nike, adidas or even Reebok. Why take the risk and leave Nike after so many years?
Sneaker website CounterKicks attained the following statement from Nike:
“We can confirm Steve Nash is no longer under contract with us. We had a great run with Steve and we wish him all the best. We’re extremely pleased to work with the NBA’s top players like Kobe, LeBron, Durant and Wade, who wear our basketball products, the most innovative in the game today.”
The statement seems like public relations speak for "good luck but we really don't need you". Nike has the largest roster and arguably the best talent with Kobe and LeBron but also new young stars like Blake Griffin, whose meager endorsement contract will likely bring a large payday and extension for Blake and huge hype for another signature shoe next season for Nike Basketball. Nash is taking a risk, but he becomes the face of a brand instead of competing with so many dynamic players.
It's curious that the Luyou, Li-Ning and ATNA logos all look reminiscent of the infamous Nike swoosh. At first glance, they look like something that you may find in a knockoff factory in China. Are the companies doing their own swoosh to be recognizable? Is it symbolism or just a copy cat tactic? Perhaps if their logo was something unique, like another Chinese basketball brand, Peak, they would stand out more in North American market. They run the risk of being grouped into the Nike knock off section on the sales floor. However, it does leave room for serious branding for the signature sneaker models, like with what Li-Ning did with Baron Davis. The production process of both the Asian brands and the American names like Nike are likely in the same or or neighbouring factories in China.The incredibly lucrative footwear counterfeit business has another brand to compete with and mimic.
An interesting factor in this recent trend is that both Baron Davis and Steve Nash are represented by BDA Sports Management, an agency known for exposing their clients to a worldwide fan base, especially in China. BDA has a strong international roster of players including Yao Ming. It's also somewhat common for BDA athletes to endorse companies that are new in the basketball footwear market like Brandon Jennings, who is Under Armour's only NBA athlete and at the forefront of all their marketing campaigns. He also signed the contract while playing overseas in Rome, instead of going to college. Under Armour is an American brand that instead of being based in Portland or China, is based in Baltimore, Maryland and is well-known for their apparel, instead of a company like Luyou, which is unknown to North American NBA fans. Nash is Canadian with international roots and is known as the pride of the province of British Columbia. Vancouver has a significant Asian population so that could translate to marketing opportunities, events with the Chinese community and of course, more sales.
What it will really come down for Nash is whether he can sell sneakers to both markets and if it performs well enough for Nash to play in. Luyou's brand slogan is "I think I can" so perhaps the mantra can pay off. Looking at their current offerings in China, they do not seem to have designed basketball sneakers in the past - most lifestyle and casual running shoes. At the announcement in Beijing, the brand had Nash call in videophone and announced that there would be both a charity playground project called "Nash's House" as well as a Nash logo competition. Luyou trotted out diverse models who wore new designs and preached a new vision and direction for the brand. While I do not fully trust the capabilities of Google translate, it seems that Luyou is re-launching in their own market with Nash as the centrepiece. It doesn't seem that there was any plans for worldwide expansion but perhaps that will come later this season or during the All-Star game in Los Angeles. Technically and aesthetically I'm curious to see what the brand comes up with as their other shoe designs look dated and uninspired. Would you wear Luyou shoes? Perhaps only time and availability in all markets will tell. For now, I'm sticking to my Nike's.
Style Seeker: Sneaker Cakes
An elite level athlete lives a privileged life thanks to their contribution to sports, media and mega marketing companies. They can afford almost anything their heart desires. So, what do you get for the NBA player that has everything? A recent trend for basketball birthdays is the sneaker cake. Players and their loved ones, are having their signature model recreated in delicious creations. Why not just wear your dominance of the game on your feet - players can literally have their cake and eat it too!
This past weekend, Brandon Jennings celebrated his 21st birthday in his adopted NBA hometown of Milwaukee with not only his new signature sneaker in cake form, but his favourite off-court shoe, too. His Under Armour Micro G Black Ice featured the Milwaukee Bucks colours, very proper considering where he held the event. The other shoes was a pair of studded Christian Louboutin sneakers that he often flaunts in his TwitPics. While the pastry chef didn't match his birthday kicks (Brandon's shoes were leopard print with gold studs), the lettering on the infamous Louboutin box and the "red bottom" sole is a key part of Louboutin shoe equation. The icing on the cake, so to speak, were the Under Armour logo cupcakes - you can't pay for that kind of product placement. Apparently, the cakes cost a cool $2000 dollars and were a gift from the Brandon co-host, Teyana Taylor. For half the price of the cake, you too can have a real pair of studded red bottom shoes.
LaLa Vazquez surprised her then fiancé (now husband and Knick, Net, still Denver Nugget), Carmelo Anthony with two edible versions of his Jordan Brand partnership. The first cake was a present from his son, Kiyan. It was a copy of his Air Jordan Future Sole Melo M6's in both his size and his son's mini-size. It was cute, a little cartoony but the perfect cake for a son to give his poppa with an adorable message of someday "growing into his shoes". The Melo M6 cake is one of the more accurate sneaker copies so far.
The second cake, a gift from LaLa, was a giant sugar insignia of the Melo #6 logo in red, gold and black. It was served flaming and full of sparklers for a grand birthday effect. Sugar icing is edible but difficult to eat, unlike a regular sneaker cake, but it's certainly a dramatic statement piece.
Sneaker heads and footwear designers alike are also replicating their favourite kicks in cake. Video director, designer, artist and kicks collaborator Va$htie was surprised earlier this year with a great cake copy of the infamous cement Jordan III. Do you think her cake had the most coveted "Nike" inscribed on the heel like the original drop?
One of my favorite sneaker cakes of recent years was a couple from Austin, Texas' Air Jordan I Groom's cake in the classic banned red colourway. It's not the best Jordan I cake around, but it's still obvious which shoe it's meant to represent. Nothing says I'll love you forever, like a classic pair of kicks that will never go out of style. I'm not sure why they even bothered with a traditional cake, but I'm sure it made for some interesting comments and questions come cake cutting time.
Would you or have you ever had a sneaker cake? I'd love a tasty replication of the Nike SB Pigeon Dunk (definitely vanilla filled) or my pair of Nike Air Max 90 Infrared's. For more footwear feasting that's cream filled, check out the piece that Sneaker Obsession did on the subject. I'm personally a huge fan of all the work they feature, but the Nike Tiffany Dunk and the Jordan Brand IV are the cakes I'd most like to eat though that's partly because those two shoes are on my most wanted list.
Style Seeker: Black Diamond Bracelets
Get your fatigues on, all black everything, Black cards, black cars, all black everything.
Jay-Z "Run This Town", featuring Rihanna & Kanye West
A few simple lines from a verse is all it took for the menswear masses to follow Jay-Z's example and go for the now infamously titled, all black everything look. "Murdered out": black on top of black on top of MORE black is not a new concept, but since Hova went all monochrome it's popular again. Not only are there black cards and cars, but all black accessories: hats, sunglasses, sneakers and of course, jewelry. A black matte ceramic watch is a statement piece but the one accessory that's really taken off for men, and especially NBA athletes, is the black diamond beaded bracelet.
Sean Carter himself really brought the black diamond bead bracelet to the forefront right around the time his latest album, The Blueprint 3, dropped. He's worn the bracelets in every editorial he's appeared in and wears them in almost every paparazzi photo. His signature model is the Shamballa Jewels' black diamond pavé bead bracelet. The company preaches that their pieces will "invite the possibility of connecting to the energy of creation". Whether or not Mr. Carter wears it for spiritual or fashionable reasons or both; the bracelets make a style statement. The designs are simple but beautiful and luxe due to the materials being used. Shamballa took a basic idea, the spiritual bead bracelet, and made it special and marketable because a high-end crowd wants something high quality. While it's hard to an exact price on the bracelets, similar models go from $4000 to upwards of $40,000 depending on the amount of black diamonds or onyx used in the design. I can only imagine what the cost is for a custom design item.
It's not all that surprising that NBA players, who use stylists who also work with A-List actors and musicians, have caught on to the black diamond craze. LeBron is still friends with Jay-Z, despite eschewing both the Nets and Knicks as options for the upcoming season. The King has worn the bracelets since last season. Recently, he wore a black diamond necklace at the Cowboys at Redskins game in Washington D.C.. Apparently, LeBron really likes black diamond everything.
Chris Bosh, who we saw at Mercedes-Benz Fashion Week this season, picked up on his teammate's style and has begun wearing the black diamond bead bracelets. I can understand players using the same stylists or admiring a friend's style, but isn't that complete style biting? Perhaps a leather bracelet or a more interesting option, like this Martin Margiela (another Jay-Z favorite brand) ring could help show off more of Bosh's personal style personality.
Brandon Jennings picked up a few bracelets for himself this summer as well. He's not only tweeted his love affair for his accesories, but wore them to the Under Armour basketball brand unveiling in New York City. The black diamonds do match his new shoe, the Micro G Black Ice, quite well, along with his black Camaro. David West is another fan of black diamonds and has worn them for sometime. I'm not sure if he's following someone else's style tips or found them on his own. There are more athletes, stars and stylists who wear the brand, but it's curious how so many of the most well-known NBA athletes are obsessing over this same trend.
Would you wear the bead bracelet? If the price disconcerts you, Oliver Smith has a similar model for a little less than $2000. Other black bead bracelets that are still stylish at a small price are available from online stores like Asos or you can pick up a beaded bracelet for under $5 in Chinatown or off of eBay. Either way, it looks like the beaded bracelet is here to stay, at least until the H-O-V picks a new signature accessory. We'll see if the NBA follows suit yet again. Only time and good stylist, will tell!
It's All About The Shoes: Brandon Jennings
Brandon Jennings hasn't always done the popular thing but that never seems to bother him, in fact taking the road less traveled seems to fuel him. The point guard, who has "Young Money" tattooed across his back, skipped out on a NCAA scholarship at the University of Arizona and became the first American born player to go to cross the bond and play professional basketball in the EuroLeague. In doing so, Jennings not only got paid by Lottomatica Roma but by Under Armour, who inked the 19 year old to a 2 million dollar contract. Jennings quickly became the face of the brand's basketball division that's known for performance apparel, but not footwear. His shoe, the Prototype I and now the II, comes in multiple colourways, but is not yet available for sale. Prep schools are wearing them, but Under Armour continues to keep the drop date for the public under wraps. Since Jennings broke into the league this season, he's quickly established himself as the front-runner in rookie of the year contest and a leader on a rebuilding Bucks team. The youngest player to score 50, 3 double-doubles, and the Bucks are in the hunt for a play-off spot - ain't no thang for a young buck.
On Friday night, the 20-year-old Buck returned to Madison Square Garden for the first time since the draft. Let's flashback to June 2009, when the New York Knicks passed over Jennings #8 and took Jordan Hill instead. It was no secret that Jennings was upset that he was passed over by a Knick team that needed a solid point guard, but instead he fell to #10 and the Milwaukee Bucks. #3 wanted to deliver a big game at his first game since the draft, “This one’s going to be a little bit more personal.” And he wasn't just talking about a personal game mentally, but physically...on his feet.
For the big night, Jennings debuted ANOTHER colourway of his signature Under Armour kicks the Protoype II, that can best be described by perennial court side fan Jay-Z as all-black everything. The kicks came personalized with "MECCA" written on them as an ode to the Garden. However, all the hype seemed too much for Jennings as he only had 3 points in the opening half. But, was it all about the shoes and not the stage?
At half-time, Jennings changed into his usual red and white kicks that are his road staple. He put up 19 points the 2nd half to help lead the Bucks to victory over the lowly Knicks. Jennings even said in the post game “couldn’t make no shots with my first [pair] on. I think it was the shoes.” Do you buy his excuse? I wonder what Under Armour thinks about it his public discounting of his all black pair. Was Jennings intimidated or is it all about the shoes? And would you rock them or has the wait been too long? I think the kicks are nice and I'd wear the the red and white joints on the court, but I find the all black ones give me too much of a LeBron Soldiers' feel.
High fives & booty taps,
Megan