Nike is facing a PR nightmare as Kyrie Irving, Ja Morant, and now Tom Sachs face scandals – but experts say partnerships with celebs and athletes will never go away
Current and former Nike partners Ja Morant, Tom Sachs, and Kyrie Irving,Retail and sports business experts said the flurry of endorsement problems is the latest reminder of the danger of celebrity partnerships and could diminish brand appetite for them. But they said the deals won't go away given the runaway success of a handful of collaborations. Nike did not immediately return a call seeking comment.
Weinswig said companies should diversify who they partner with to"spread out the risk." She also said brands should tell more stories about employees and amateur"ambassadors" who use their products, which can be more authentic than a professional athlete endorsing a product in exchange for millions of dollars.
"What the brands are not doing well is vetting who they are partnering with," she told Insider."You're not just aligning on what two people do in terms of professional jobs," she said."In 2023, we have a lot of transparency, and there's going to be a lot more transparency in the future." They've been a part of the sportswear industry since the beginning. Nike and its rivals have hit the jackpot with a few of them.
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