The LSU Tigers will have a vastly different look from their usual white jerseys and yellow pants when they take the field Saturday in the Superdome to play the Tulane football team.
LSU and Tulane will be wearing uniforms specially designed by Nike for their “Let Me Play New Orleans” program.
The program is designed to help fund the rebuilding of four New Orleans Recreation Department Facilities.
Old sneakers will also be collected at the game for Nike’s “Reuse-A-Shoe” program. The rubber will be recycled to make new athletic playing surfaces.
The new uniforms and related fan apparel features a pelican emblem designed similarly to a rising phoenix, which is symbolic of the rebirth of New Orleans.
On the surface, Nike’s corporate responsibility seems touching – but I am disappointed in the company.
There is a men’s polo with the pelican emblem on sale for $50. Fans can also buy a men’s jersey for $80 and a women’s jersey for $60.
But only $1 from each item sold will go toward the Greater New Orleans Foundation.
This seems like a poorly thought out plan. Where will the rest of the money go?
If vast amounts of people buy the apparel, a significant portion of money can go toward the rebuilding of New Orleans. But there is a potential for greater proceeds if Nike releases its iron grip on some of the profits.
Of course, Nike is a business and making money is the name of the game. It cost them money to make the jerseys and fan apparel, but I bet the mark-up on those products is more than $1.
It is a nice gesture for Nike to get involved, and its combined donations to help the Gulf Coast region since Hurricane Katrina reaches the millions.
But this initiative seems misguided.
In 2003, CNNmoney.com reported Nike spent $1.44 billion on endorsement deals during that fiscal year.
Nike’s endorsement deal with European soccer club Manchester United is worth $484 million through 13 years.
The company has a seven-year, $90 million deal with Cleveland Cavaliers star Lebron James.
And L.A. Laker Kobe Bryant gets $40 million dollars for a five-year deal with the company.
The amount of money raised by the LSU and Tulane jersey program will be mere pocket change for Nike founder Phil Knight.
It seems like Nike could make a bigger contribution without the LSU football team wearing those stupid-looking jerseys.
This is not the only contribution Nike has made to help Katrina victims, but this particular endeavor seems like a public relations tool.
If LSU and Tulane fans really want to help, I suggest not buying the expensive Nike apparel.
Instead, fans should donate money to a non-profit organization committed to helping the people of New Orleans.
—-
Contact Brian Hill at [email protected]