Why Nike Is Skipping the U.S. Open
September 01 2017 - 12:21PM
Dow Jones News
By Sara Germano
This year's U.S. Open is missing a few big names in tennis,
including Andy Murray and Serena Williams.
It is also missing Nike Inc. -- at least, the traditional Swoosh
store outside Arthur Ashe Stadium.
The world's largest sportswear maker has vacated its usual spot
at the Billie Jean King National Tennis Center in Flushing Meadows,
instead choosing to sell tennis gear through its suite of
smartphone apps and pop-up locations around New York. It is the
latest manifestation of Nike's goal to sell more of its wares
online, as shopping habits change.
For years, Nike has held prime commercial real estate outside
Arthur Ashe Stadium, which it used to sell T-shirts, zip-ups and
other gear worn by star players Roger Federer, Maria Sharapova and
Ms. Williams, among others.
Many sportswear brands like Adidas AG and Lacoste similarly use
Grand Slam events like the U.S. Open to set up sales booths to try
to capture the eyes and wallets of tennis fans. Adidas has a store
on the site this year, as do event sponsors Wilson and Polo Ralph
Lauren.
But Nike is forgoing the traditional route this year, instead
offering sneaker sales in pop-up locations around Manhattan and
Queens, including one for a Federer-themed shoe sold through its
SNKRS app. Users can sign up to receive push notifications that
certain products are available in a given location.
It was Nike's decision to opt out of the Open's traditional
vendor spaces this year, said a spokesman for the U.S. Tennis
Association. USTA said Nike isn't an event sponsor but had been a
vendor since 1998. Rival Adidas has its own store on the site.
A spokesman for Nike said the company is continuing to talk with
the USTA about retailing options for future U.S. Opens.
Earlier this summer, the company said it was aiming to "disrupt
the sneaker shopping experience" by offering nontraditional
releases in unusual places. The company has been revamping its
distribution, including selling directly to Amazon.com Inc., as it
battles slowing demand for sneakers and increasing competition from
Adidas and Under Armour Inc.
Some fans in attendance this week said they were dismayed to be
unable to find Nike's usual kiosk. "Last year I bought the Rafa
sneakers, and they were really good," said Genner Goes, wearing a
Nike hat. "I love Nike so I was a little disappointed."
While Nike doesn't disclose sales of tennis products, the
company has a long tradition with the sport, and its first pro
athlete endorser was 1970s Romanian tennis star Ilie Nastase,
according to co-founder Phil Knight's memoir. The company has also
previously used the U.S. Open for surreptitious marketing tactics,
bringing Michael Jordan to an evening match at Arthur Ashe Stadium
in 2014 to create buzz for a shoe collaboration with Mr.
Federer.
--Jason Gay contributed to this article.
Write to Sara Germano at sara.germano@wsj.com
(END) Dow Jones Newswires
September 01, 2017 12:06 ET (16:06 GMT)
Copyright (c) 2017 Dow Jones & Company, Inc.
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