Kevin Durant’s endorsement deal with Nike ($60 million for seven years) has expired and now he’s being wooed by Under Armour with a $30 million a year deal. Under Armour has been making marketing news recently for partnering with American Ballet Theatre’s Misty Copeland. Copeland is spearheading the aggressive apparel company’s most recent ad campaign–aimed at winning women over to the brand.
According to Twitter, most of Durant’s fans want him to stay with Nike. They consider Under Armour a lesser brand. KD fans are pleading for the basketball player not to sign with Under Armour. @bucketlow_130 tweeted: “Durant better not sign with under armour that’s bread but I’m not wearing underarmour.” And @_TrillTrey wrote “If KD leaves NIKE for Under Armour, I’ll probably cry.” Another: “If Kevin Durant signs with Under Armour his shoes gonna fall apart mid game.” Chances are fan opinion won’t have much effect on Durant’s business decision. If he does sign with Under Armour, he won’t have to compete with LeBron James’ shoes sales. (Durant sold about $175 million worth of Nikes in 2013, James sold about $300 million.) Other highly marketable athletes who endorse Under Armour include New England Patriots quarterback Tom Brady and the Olympic gold medal record holder, swimmer Michael Phelps.
