Nike has Jordan, Adidas has Haley Van Lith.
The college basketball world has been hot in recent weeks, especially on the women's side. This year's Elite Eight matchup is Van Lith vs. LSU vs. Caitlin Clark vs. University of Iowa. most viewed College basketball games ever broadcast on ESPN, according to the network. Adidas seems to have noticed the signs for several years.
The German sportswear brand has shifted some of its marketing focus from the pros to college hoops in recent years as its NIL strategy and roster evolves, according to Chris Murphy, senior vice president of brand marketing. It is said that there is. This year, Adidas ran campaigns in both the men's and women's tournaments, but spent more media money on the women's side.
“We started thinking a few years ago about seeing the return and growth of NCAA basketball, especially during this time, especially on the women's basketball side,” Murphy told Marketing Brew. “Our investments were in line with that trend.”
Haley, hurray
Murphy said Van Lith was one of Adidas' first NIL partners, and the brand has used her in much of its marketing materials ever since. She was one of the faces of Exhibition Select women's basketball sneakers last year, and she participated in Adidas' March Madness campaign in 2022 while playing for the Louisville Cardinals.
Two years later, Van Lith is the perfect fit for the brand's current campaign platform, “You Got This,” which aims to promote “fun, optimism and joy in sports,” Murphy said.
“Hayley embodied that more than anyone,” he told us. “We wanted to say, 'Is there a partner that really embodies our brand?' [sponsored] Schools that are doing well…and given the growth in terms of interest in women's basketball, are on the women's side. ”
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The ad also features three-time WNBA Champion Candice Parker and 2023 WNBA Rookie of the Year Aliyah Boston. Van Lith recently entered her transfer portal again, rather than declaring for the WNBA Draft, so she will play at the collegiate level and be eligible for another year on an NIL contract.
all NILs
Murphy said Adidas first started noticing growing interest in women's college basketball around 2019, but the 2022 tournament marked a turning point for the brand. That year was the 50th anniversary of Title IX, and Adidas had even more reason to “shine the spotlight on women in sports” with the launch of the NIL Network and the signing of 15 female college athletes, she said.
Since then, more than 12,000 student-athletes have joined the network across sports including basketball, football, volleyball, softball, baseball and golf, and Division 1 athletes from schools affiliated with Adidas have increased their sales Now you can earn some of the. It promotes the brand, Murphy said.
“We thought this was a great way to help level the playing field a little bit when it comes to NIL, to say, 'Hey, we're only going to give money to people who are doing NIL.' “I don't want to be there. I'm great on the field,” he said. “We can make it a more inclusive space.”
Murphy said Adidas is most active around basketball during Murphy Madness, but given the increased interest, the sport remains a big pillar for the brand year-round. Interest in the men's game has always been strong, he said, but “we definitely think there are a lot of opportunities” on the women's side as well.
