Since the launch of the Air Jordan brand, Nike has made the “individual star” cool. From branding to youth camps, the sports designer and manufacturer has become a giant based on its attraction of the brightest and the best. Recently, though, the company has emphasized promoting the team over the player through initiatives such as 11-on and now the Nike Kickoff Classic in partnership with the NFL. Twenty NFL teams participated in this event by participating in national high school games, while Nike hosted four teams at its Oregon headquarters.
Nike league athletes and grassroots brand manager Matt James said the company wanted to create a more team-focused identity and philosophy.
“Football is truly the last true team game out there where Friday nights matter, your community, your teams, your coaches,” he said. “We wanted to get back to team and not only be about the five-star player but also be about the last person at the end of the bench.”
