SportsPulse: USA TODAY Sports' Jarrett Bell spoke to his sources within Seattle's organization and uncovers a different story of how their issues with Kaepernick unfolded. USA TODAY Sports
Adidas needs to tighten its laces and take the next step forward with Colin Kaepernick — or risk looking as almost disingenuous as the NFL does when the league insists the polarizing quarterback hasn’t been blackballed.
Last week, an Adidas executive said the sneaker and apparel company is interested in signing Kaeperneck to a deal. If, that is, Kaepernick signs with an NFL team, which now seems as likely as Roger Goodell kneeling during the national anthem.
Nike, which is the official apparel maker for the NFL, did not respond Wednesday to requests for comment about whether it would be interested in signing Kaepernick. Under Armour, which sponsors NFL quarterbacks Tom Brady and Cam Newton, doesn’t “discuss sports marketing strategies publicly,’’ spokesperson Courtney Pierson said by email.
But Adidas doesn’t deserve a big pat on the back for expressing interest in Kaepernick.
“I think the risk is if it rings hollow in sort of a way that’s not authentic, or if it comes across like they’re trying to capitalize on his notoriety,’’ said Luke Bonner, owner of Power Forward Sports Group, a consultancy specializing in player advocacy and sports marketing.
Mark King, president of Adidas’ North America division, appeared to anticipate the potential criticism when he made the comments about a possible Kaepernick deal Friday.
During an appearance at Arizona State University’s Global Sport Institute, King said the athletic apparel and shoe company doesn’t want to give the impression that it’s “taking advantage of this noise or interest that he had generated. If he signs on a team, we would definitely want to sign him.”
But you don’t need an M.B.A or to be a powerful executive to see the obvious: There’s no reason for Adidas to wait on signing Kaepernick. He already has a platform. And this is the same company that has deals with Snoop Dogg, Kayne West, Kanye West and Kendall Jenner.
“The Kaepernick movement, brand is so much bigger than football at this point,’’ Bonner said.
In fact, it’s big enough that Kaepernick could partner with Adidas on his own clothing line.
Sam Ewen, Director of New Business for design agency Fake Love, said Kaepernick has the cache to launch such a line, especially with the right partner.
“It’s the cultural commerce of today,’’ he said of people monetizing their own brands. “If you’re looking for these open white spaces in the market and you can bring creativity to it and vision to it, and you have a platform, you have the ability to get people aligned …’’
Adidas needs to get Kaepernick into a room and think big. But first things first.
Sign the deal.
