Nike using Neymar to merge universes?

On July 24th, Complex and Joe La Puma dropped their most hyped episode of their Sneaker Shopping segment on YouTube, featuring Brazilian and PSG footballer, Neymar. Neymar is not the first footballer to appear on the show, since DeAndre Yedlin did appear 2 years ago. With all due respect to DeAndre, Complex having Neymar on the segment is a different beast altogether. Neymar's feature is not entirely left-field as the Brazilian did collaborate with Jordan Brand on the Retro 5 Low silhouette last year. The collaboration was comprised of an entirely reflective, speckled 3M upper with infrared detailing and a dually-branded NJR x JB box. In fact, even this collaboration was not an entirely pioneering power move by Nike, as they did a similar thing with Ronaldinho and the Air Force 1 Low in 2006. There's just something about it this time, though, that feels different.

Neymar stands besides his football boots made in collaboration with Jordan Brand whilst wearing his Jordan 5 Low (image by SoccerBible)

Nike collaborated in 2006 with Ronaldinho on the Air Force 1 Low (image by Flight Club)

This time, it is no isolated incident. Not only did Nike and Jordan Brand collaborate with Neymar Jr. for the Retro 5 Low, but also for an entire range of NJR x JB apparel and footwear. Of this footwear, there were also collaborative outdoor, as well as indoor, football boots which followed a similar design scheme to the Retro 5. Not long after that, in March of this year, Nike also created Air Max inspired football boots in anticipation for the re-release of the adored 'Silver Bullet' Air Max 97. The strategy, at least to me, seems to be very clear. Nike are (finally) trying to merge two of their colossal markets: sneakers and football.

Nike paid tribute to the iconic 'Silver Bullet'
Air Max 97 on the Magista silhouette
(image by Nike)

You cannot blame the geniuses over at Nike for making this move. It was inevitable. Over 3.5 BILLION people watch football around the world. Nike's football stars like Cristiano Ronaldo, Neymar and Zlatan Ibrahimović all boast a tremendous social media following (all of whom also have their own very successful merchandising ventures as well). As for sneaker culture, there is a staggering $1b secondary market (Forbes). Nike too have a strong foothold on the retail market, where they and Jordan Brand dominate rivals Adidas with a combined 46.5% market share of U.S. athletic footwear as of May 2017 (SneakerNews).

The breadcrumbs are everywhere for this theory. Over and above the Jordan x Neymar Jr. collaboration and the football boots in the coveted silver bullet colorway, Nike have also enlisted global phenomenon Cristiano Ronaldo to spearhead this movement. Look below to see the image the Galactico shared on his instagram wearing the recently re-released Air Max 97 'Gold Bullet'.

Cristiano flaunts his
'Gold Bullets'

The most seemingly blatant push from Nike to drive this movement forward, however, was Neymar Jr.'s recent press run in the United States. Not only did Neymar Jr. feature on the Jimmy Kimmel show in full Jordan Brand apparel, but he also appeared (as mentioned earlier) on Complex's Sneaker Shopping YouTube series - where he broke the segment record by spending a total of $18,623.44. What did he buy? You guessed it, all Nike. Of course he's most probably contractually obligated to do so (much like the Adidas-sponsored DeAndre Yedlin whose segment was shot at an Adidas Originals store). Among some of the sneakers he purchased were the recently released (and very hyped) Jordan Kaws 4, Supreme Air More Uptempo's, Lebron 11's and 9's and the extremely expensive Nike Air Yeezy 2 'Solar'.

Neymar Jr. recently broke the spending record on Complex's 'Sneaker Shopping' YouTube segment, where he spent over $18 000.

It may just be the cynic within me that refuses to believe that Cristiano Ronaldo and Neymar Jr. are long-time sneakerheads, or that Neymar Jr. had any interest in going to meet with Complex to purchase sneakers he could've bought anyway, but all of this just seems to align all-too-well. 

Nike are certainly going to face stiff competition in this movement from their long-term competitors, Adidas. Adidas too have marketing superstars in Paul Pogba and David Beckham (both who have been seen regularly wearing Adidas' Kanye West collaborations) to rival Nike's efforts. Adidas have also recently worked with creative and owner of Kith, Ronnie Fieg, to design sneaker-inspired colorways of Adidas football boots, football-hybrid silhouettes of sneakers as well as football apparel. 

Ronnie Fieg and Kith recently collaborated with Adidas for a football apparel and footwear capsule

As a fan of football and being an avid sneaker collector, these are exciting times indeed. Whenever two cultures crossover there is bound to be some backlash. But just as the worlds of basketball and sneakers have been intertwined for decades, with enough push (and certainly the right ambassadors) Nike look to be adding one more sport to that mix. Let's see what else they have up their sleeves in the coming months.