|
Aug 30
2010
|
Nike and ASICS! Time to get involved.Posted by nigel12 in Untagged |
As the sport of basketball shows some signs of recovering from a decade of trouble and negativity, it is now time for companies who profit immensely from our sport here in Australia to assist with the rebirth of our game and the pending growth in popularity on all levels.
Over this past weekend i watched and was involved in several basketball games ranging from under 12 domestic girls basketball to Championship boys to Big V finals. What i noticed was that there are a lot of kids playing the sport and they were all wearing runners. "Der" i hear you think to yourself. The two most dominant brands of footwear were by far Nike for the boys and ASICS for the girls.
Lets take the boys from under 16 Championship game as a test case, of the 20 boys involved in this game, 19 were wearing high priced Nikes. The average price was $220. This equates to a gross spend of $4,180 for one game for shoes that might last 3 months. Lets say 4 months. If these boys purchase say three pairs a year of say and average of $200, then this is a spend for two teams of $11,400 over two teams. Lets reduce this to say $5,000 per team given consideration to discounts and other factors. Nike would gross say $2,800 per team for the year and profit after cost of goods might be say $1,800 per team per year at this level. This is from one team.Arguably a fair asssumption.
ASICS is the dominate footwear brand for girls playing basketball. Ironically the girls playing basketball are wearing a netball shoe. ASICS shoes that the girls wear are called Netburners and they retail for less than the price of the Nike example i have recently mentioned, however there is a healthy profit margin and ASICS like Nike are making a bucket load of cash from basketball here in Australia. With the sport always short of money, the likes of Nike and ASICS could take hero status if they start to support the sport with some hard earned.
Several years ago i was in a situation whereby i was chasing sponsorship from Nike and also ASICS. At that time they clearly stated that Nike's marketing budget goes into Soccer and Australian rules football and ASICS management suggested that they cannot figure out the Basketball market and are not really involved in basketball. Rubbish!
Now that our sport is on the improve from a perception point of view and is now on the rise with a better understanding of the business elements, it is time for these companies and like companies to throw their power and a percentage of their massive profits back into our sport. It is just not right that Nike can ignore the needs of our sport in regards to sponsorship and financial assistance when they profit massively from the participants. It is irresponsible of ASICS to dominate the footwear market of basketball and put all of their resources into Netball and running.
Nike and ASICS have such a hold on the market that the kids will keep on buying their products regardless of if they support the sport with a marketing budget, but in true spirit of the movie "the Castle" the vibe of these multi nationals taking and not giving anything back is a "Bad Vibe". It just does not seem right.
So to Mr Nike and Mrs ASICS, it is time to do the right thing by the great sport of basketball and put some support back into the game. Perhaps you could support the NBL or WNBL. Perhaps you could support the governing bodies. Perhaps it is with the sub leagues. Ultimately, you have an obligation to asssist the people who are buying your products en masse. Time to be a leader and support Australia.
