It is a matter of time that the “Ball” drops on the /// as witnessed in recent days with the lack of Senior Leadership.
It’s going to happen, jobs disappearing, head count will be reduced by April approximately 200 jobs will be eliminated in NAM. I agree with most if not some of the threads below that the brand will move into a fashion brand without sport in the USA of course soccer will remain.
I actually, came to PDX from Beaverton and they say The grass is greener on the other side and not so true across the river. On A call the other day to hundreds of employees across multiple channels the senior VP of key Cities, Sport & Retail said she was picking the Cleveland Browns in this weekend’s Super Bowl. Listen the Senior VP of Sport picked a team not participating in the largest sporting event in North America to win.
No one corrected her, the hundreds on the call & the realization of the hire a year ago from stitch fix or Macy’s (wherever she puddle jumped from) to lead a sports brand was a swing and a miss. Vanessa has led Video calls previously focusing on breathing and gratitude (hers for the gig I’m assuming now) rather than addressing supply chain, morale and aches in the commercial and retail divisions. No surprise of the disconnect to the audience or even her role at a sports brand.
Further sagging morale came on the same call from VP North of American Team sports i.e. the division that adidas outfits football, basketball, baseball in club, schools and colleges etc. the heartbeat of American team sports honestly. She announced she wanted Under Armour’s Tom Brady to win the super bowl, not the team he plays for BUT Tom Brady. Breathless was the crowd as the GOAT is suiting up against adidas number 1 athlete in the NFL. Patrick Mahomes, all the money, promotion and marketing around Mahomes from the brand and the Vice President of adidas Team Sports wants Under Armour’s golden boy to win the super bowl.
The disconnect is REAL, this was said on a call with sales, marketing, supply and operations looking at leadership to motivate all while showing lack of knowledge of audience and even who in the hell she gets her check from. Just shut up and pretend you want Patrick Mahomes to win the Super Bowl if for anything the boost to his footwear and apparel lines the brand has planned. Just LIE, PRETEND or ACT like you work at adidas instead of being oblivious to your audience, your role and most importantly your future.
JUST LIE, imagine if Uncle Kasper Rooted for Neymar to win the champions League? Same disconnect
sign of things to come? Let’s take a look at the snapshot:
The reasons for this prediction are listed below and backed by experience, knowledge and the information that has already been executed and trickled down to workforce and of course my opinion if you don’t agree you can be anonymous and counter this. If you are part of the oblivious recent hires also rooting for the BROWNS this weekend join in.
Lack of qualified senior leadership hires; (We all know who left the brand in the last 1/5 years as the writing was on the wall)
The Brooklyn Farm of nike defectors hasn’t yielded the Return on Investment
Boost Died the comeback died and the OG relaunch won’t resuscitate the street
Originals took baby steps and fell flat, ideas
There is zero focus on capturing the grade to high school consumer, nike UA champion all have done better
Licensing deals have left the business plan and allowed fanatics to acquire and excel while NAM has reduced head count and shifted away from what brought real margin dollars to the brand. /// has spent huge dollars to be on field in MLS, NHL and Global soccer clubs as the official partner while Fanatics sells the vertical licensed articles.
Basketball debacle (cash for play) has revealed lack of understanding of marketing dollars all the cash sent to families all the while the category is less than 2% of the USA market.
o Now the run scared approach of Fear of God and homophobic designer (google Lorenzo views on same s-x marriage ie the real reason for the nike break up) to save the division, let’s see the FOG / Brooklyn Farm / Dame on all the grade school kids in New York, Miami, L.A
o Can’t build momentum on Resale market, look at Pharrell offerings once hot now not.