Sports

Shoe Companies & Runners: How Sponsorship in Athletics Works

Shoe companies want to do all that they can to sell their products, which can be tough in such a competitive marketplace. One of the main ways that this is achieved is through sponsoring professional athletes. When people see their favourite athletes wearing a certain pair of shoes while performing, it is more likely that the fans will purchase these shoes.

Running Vs Other Sports

You will notice that many of the biggest and most recognizable athletes all have lucrative sponsorship deals with footwear companies, especially NBA players like LeBron James, Kevin Durant and Steph Curry. Other athletes that have lucrative deals with shoe companies include Cristiano Ronaldo, Tiger Woods and Rafael Nadal. These are the biggest names in the sporting world and it can cost a fortune for shoe companies to get global superstars like this on their payroll. The situation is a little different in the running world where the star power is much lower and sponsorship is often their primary source of income. 

As it is less about money when it comes to running, this can build credibility ins the eyes of the fans. Therefore, it is less a fashion statement when it comes to running and more about performance. This is generally a sport that is less flashy than basketball and football, so people tend to buy running shoes based on performance and credibility.

The Rise of Super Shoes

Interestingly, many runners have been forgoing sponsorship so that they have the freedom to choose their own footwear for races. This gives runners the ability to choose the best possible shoes to improve their performance, which is key in a time of “super shoes” that can improve performance. This can work in favour of the shoe company as if they have a shoe that can improve performance, then they can get runners to effectively promote their shoes without having to pay them to do so. 

The main example of this is with the Nike Vaporfly, which utilizes advanced technology that has led the 5 fastest marathon times in history to be recorded in these shoes. As a result, many runners have opted out of their contract and started running in these shoes without a contract with Nike.

The Athletes Dilemma

Obviously, this creates a dilemma for the athletes. They either have to enter a contract with a shoe company that might not be right for them and risk their performance or opt for financial security by entering a shoe deal. This can create a difficult situation for athletes, particularly those that are already in a contract. It is worth seeking legal advice to weigh up your options and to find the best path forwards for your particular situation. 

Shoe sponsorship is massive business and can generate enormous amounts of money both for pro athletes and shoe companies, but the situation is not quite the same in the running world. Many runners are having to weigh up financial security and personal performance, especially with the rise in shoe tech giving some brands a competitive edge on the track. 

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