Sorry!! The article you are trying to read is not available now.
Thank you very much;
you're only a step away from
downloading your reports.

Nike or Adidas: Who Owns Little Jordan?


Michael Jordan's son highlights the question of intellectual property for college athletes.

One of the most memorable moments from the 1992 Olympic Games in Barcelona came when Michael Jordan and the rest of the "Dream Team" received the gold medal for crushing their opponents by an average of 44 points. Jordan -- the face of Nike (NKE), and the person most responsible for transforming the running-shoe company into the global giant that it is today -- draped an American flag over his shoulder to cover up the Reebok logo on his warm-up suit.

"I don't believe in endorsing my competition," he said.

Flash forward to last week and we see that the apple doesn't fall far from the tree. Jordan's son Marcus, a freshman at the University of Central Florida, is involved in a sneaker war that could cost the university millions of dollars in endorsement fees. UCF's athletic program is sponsored by the Germany-based sneaker company Adidas. The two parties are currently negotiating an extension to their partnership in a deal that's believed to be worth $3 million over a six-year period.

The only problem? Marcus says that he's not going to wear any shoes that aren't his dad's signature Nike Air Jordans. A 6-foot-3 guard who led Whitney Young High School of Chicago to the state 4A title last year, Marcus says that he was told by the school's recruiters that wearing Nikes on the court wouldn't be an issue.

In an interview with AOL's Fanhouse, UCF athletic director Keith Tribble said that Jordan could make his own choice on what to wear, and that he wouldn't be the first athlete at the school to get permission to wear something other than Adidas -- a football player wore a different pair of shoes because of a better fit.

But that concession didn't sit well with Adidas. The athletic-gear company says it won't bend the rules, even if -- or perhaps, especially if -- it's for a Jordan.

"There is no compromise, and the contract is currently under review," Adidas spokeswoman Andrea Corso said. "We are in negotiations for a future relationship regarding the broader UCF athletic program. What I can say is that these relationships are based upon agreed deliverables for both parties."

This situation is just the latest in a string of recent cases exploring exactly what control current and former college athletes have over their own image.
< Previous
No positions in stocks mentioned.
The information on this website solely reflects the analysis of or opinion about the performance of securities and financial markets by the writers whose articles appear on the site. The views expressed by the writers are not necessarily the views of Minyanville Media, Inc. or members of its management. Nothing contained on the website is intended to constitute a recommendation or advice addressed to an individual investor or category of investors to purchase, sell or hold any security, or to take any action with respect to the prospective movement of the securities markets or to solicit the purchase or sale of any security. Any investment decisions must be made by the reader either individually or in consultation with his or her investment professional. Minyanville writers and staff may trade or hold positions in securities that are discussed in articles appearing on the website. Writers of articles are required to disclose whether they have a position in any stock or fund discussed in an article, but are not permitted to disclose the size or direction of the position. Nothing on this website is intended to solicit business of any kind for a writer's business or fund. Minyanville management and staff as well as contributing writers will not respond to emails or other communications requesting investment advice.

Copyright 2011 Minyanville Media, Inc. All Rights Reserved.
Featured Videos