Athletes Don’t Want Nike or Adidas Anymore. They Want Independence

Today’s athletes are increasingly opting out of deals with sports giants like Nike and Adidas. Instead, they favor partnerships with emerging brands that align with their personal values and offer more creative and commercial roles. This shift is transforming the landscape of sports endorsements.

Isaac Okoro, a 23-year-old NBA player, signed his first sneaker deal not with Nike but with Holo Footwear. The start-up offered him the chance to create his own signature shoe and gain equity in the company, a deal that giants like Nike rarely offer.

Big brands have concentrated their efforts on the most marketable athletes, leaving room for start-ups to provide better deals for up-and-coming stars. Companies like Fctry Lab, founded by former Adidas-Yeezy head of innovation Omar Bailey, are taking advantage of this gap. Bailey’s firm custom-designs footwear tailored to each athlete’s needs, unlike generic products from larger brands.

The rising trend for athletes, including NFL star Jalen Ramsey, is choosing personalized gear over mass-produced items. Fctry Lab’s bespoke cleats gained traction after Ramsey revealed his JR1 cleats. The company’s success highlights the growing discontent with major brands’ restrictive contracts, which often turn athletes into mere advertising billboards.

Additionally, companies like Sokito, known for eco-friendly football boots, have also attracted investors from the athlete community. They offer a unique sense of engagement by involving athletes in the design process, leading to more fulfilled endorsements.

Athletes now view their endorsements as extensions of their identities, preferring brands that offer a significant role in the product’s creative and commercial aspects. This shift presents substantial opportunities for new brands that can provide personalized options and align with athletes’ personal values.