Source: PUMA SIGNS NBA GUARD KILLIAN HAYES TO THE PUMA HOOPS FAMILY – PUMA CATch up
The NBA’s MVP is a Nigerian who lived in Greece. The best rising star in the league is from Croatia and while the U.S. still dominates the game of basketball, that dominance is basically a 100m dash where the winner and loser are tenths of a second behind. Basketball in the U.S. remains an important sport, but ask yourself why Jordan Brand rolls out an entire collection for the Quai 54 Tournament in France. France is home to fashion houses and a rising interest in hoops. Consider this quote from HoopsHype:
Average viewership in France, via beIN Sports, was up by 149 percent when compared to year-over-year numbers. Through the end of May, viewership for the Clippers on French television was 18 percent higher than all other games.
Killian Hayes may not resonate in the U.S., but endorsements and sponsorships are long term plays meant to deliver eyes to product. While the conversion of fans isn’t quantifiable in most instances, except in the case of Michael Jordan for Nike, not staking a claim in a growing basketball market is a mistake. It’s especially a mistake for every brand attempting to catch Nike in the footwear category. Killian is the highest drafted Frenchman of all times. If he’s half as talented as Tony Parker, this could be a coup for Puma in France.