Bloomberg "Anywhere" Remote Login Bloomberg "Terminal" Request a Demo

Bloomberg

Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.

Company

Financial Products

Enterprise Products

Media

Customer Support

  • Americas

    +1 212 318 2000

  • Europe, Middle East, & Africa

    +44 20 7330 7500

  • Asia Pacific

    +65 6212 1000

Communications

Industry Products

Media Services

Follow Us

Sports

Nike's Kevin Durant Negotiation: A Tale of Two Sneakers


Durant

Photograph by Nathaniel S. Butler/NBAE via Getty Images

Durant

It’s been a tense couple of weeks for Nike (NKE) negotiators as they squared off against Under Armour (UA) in a bidding war for NBA superstar Kevin Durant. The product team, however, was having a blast.

On Aug. 16, as Durant’s contract was expiring and negotiations were about to start in earnest, Nike’s product people launched his newest shoe, a limited edition called “the Calm Before the Storm.”All-gray and posted with socks bearing clouds and lightning, the sneakers come with the tag-line: “Durant’s game personified.”

Then came the storm, the haggling, the big Under Armour offer, and Nike’s $275 million, 10-year bid that ultimately won. On Thursday, after the clouds around its big star cleared, Nike unveiled a second new Durant sneaker: “the Easy Money.”

As one might imagine, there’s a lot of green involved.

Kyle-stock-190
Stock is an associate editor for Businessweek.com. Twitter: @kylestock

LIMITED-TIME OFFER SUBSCRIBE NOW
 
blog comments powered by Disqus