Jayson Tatum set to become Jordan Brand’s latest iconic sneaker star


Boston Celtics star Jayson Tatum has revealed he has his own signature Jordan shoe on the way very soon.

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Speaking on the Knuckleheads podcast with Quentin Richardson and Darius Miles, Tatum hinted at an upcoming release but didn’t say when the shoes would drop.

“I can’t tell you when exactly, but it’s on its way,” Tatum said.

The fact that Tatum is getting a signature shoe shouldn’t come as a surprise, he’s young and marketable and plays in a major NBA market like Boston. Upon initial signing with Jordan Brand in 2019, Tatum was asked to lead the flagship model, but news of a signing could be part of a wider extension of that deal.

Over the past two seasons, Tatum has worn a wide variety of Air Jordan 34, Air Jordan 35 and Air Jordan 36 Player Exclusives, most of which have special meaning for the Celtics forward.

But, with overall performance basketball shoe sales on the decline, how will a Tatum signature shoe sell?

According to figures from market research firm NPD, sales of performance basketball now represent less than four percent of the athletic shoe market, a massive drop from their 13 percent market share in 2014. The fervor for performance basketball models has waned since we last saw Michael Jordan. in an NBA game.

Add to this the fact that performance basketball shoe sales are also down about 13% from the same period a year ago, making it the fourth consecutive year that overall sales of basketball shoes have fallen.

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Tatum getting a potential signing will follow the Air Zion 1, the first signing model for Pelicans star Zion Williamson. The New Orleans forward is also said to have signed a five-year, $ 75 million contract with the brand in 2019.

According to NPD’s Matt Powell, getting a return on this type of investment is highly unlikely.

“I don’t see how the brand can earn this investment in terms of merchandise sales,” Powell said. “Brands typically spend around 11% of their sales on marketing. So, to justify $ 15 million a year, his shoes would have to wholesale $ 136 million. “

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It is for this reason that Jordan Brand has reduced production of iconic shoes – they ditched the Carmelo Anthony line after the 13th iteration in 2017 and are producing Chris Pauls in much smaller numbers. Russell Westbrook, who initially had a lifestyle line with the brand, is currently the fourth model in his signature “Why Not” series.

Times have also changed for the consumer, now children care more about what a player wears. at a game, rather than what he was wearing in a game. For them, off-court is the new on-court.

The opinions on this page do not necessarily represent those of the NBA or its clubs.


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