I posted an article on Nike’s collaboration with Ambush stating that the Swoosh should be doing more with the WNBA. After waiting for years for adidas to create campaigns and profiles of the league, and writing and complaining way too much, see this post:
I saw the takeover of uniforms by Nike as a gateway to more coverage via campaigns and gear. While there has been an uptick in player exclusive sneakers, Nike has yet to wield that Wieden + Kennedy power, or their internal ability to promote players and products. At least that’s what I thought. Not one day after I posted a discussion post on how Nike’s Ambush collection undermines marketing of the W, Nike announces a program I didn’t know existed.
2019 Class featured one of my favorite post players Ashley Paris
[T]here is a clear through line between what makes a great athlete and what makes a great employee, but all too often female athletes struggle with the transition from court to career.
Easing that transition is the impetus for Women in Nike (WIN). A partnership with the WNBA, the two-year program, launched in 2019, is designed to provide relevant and dynamic work experience for retired or retiring WNBA players — and to help build the next generation of talent at Nike.
“The WIN program is one of the critical programs leading to a more diverse, equitable and inclusive Nike,” says Henning. “We know that Nike’s future success is rooted in the strength of our diverse, inclusive and equitable teams. Hiring talented professional female athletes provides us with a distinct competitive advantage, and we are industry leaders in this space.”
The Class of 2020 features one of the few signature athletes, Sheryl Swoopes
Instead of focusing on the fact that I didn’t know this program existed, I’ll look at this as it is, a positive. As a former high school head coach, I understand how difficult it is for players to transition into life after hoops. Many ball players who have chased the dream for years and never even reach the highest level like the ladies in this WIN program, fall into complex issues stemming from an emptiness once the game is no longer what drives your daily reason to strive for greatness.
I’ve said that all athletes require these type of programs. The problem is funding and how to integrate assistance into high schools and colleges. I think there is an opportunity for sneaker companies to provide a service to boys and girls, men and women to help with the mental aspect of stepping away from the competitive nature of sport and entering into civilian life.
Kudos to Nike for taking the first step. There is definitely more to be done.
