Thanks to
DtL! reader
Lori for tipping me off to this exciting development between
Novak Djokovic and his clothing sponsor
adidas. As many of you know, I've been hyper-critical of the global sports brand for its
lackadaisical sponsorship/PR for top ballers and poor design vision especially the eye-sore affectionately known as
Ana's "
ladyfinger" dress. But the drama continues...
Apparently,
Nole had been working
Nike Cages (below) with the logos whited out during his
short stay at
The All England Club. The Serb complained to the company after he continually slipped in his
Barricades during the
Queen's Club final, but
adidas couldn't make grass-court shoes in time so they agreed to allow him to wear the
Nike sneakers for
Wimbledon. WTF?!
Darren Rovell of
CNBC.com picked up on the developing story and questioned the decision by both parties.
adidas responded to his inquiries saying,
Adidas is committed to providing the best possible sportswear products to inspire and enable all athletes to achieve their Impossible. However, in the tradition of our founder Adi Dassler, we do not oblige athletes to wear a product in competition they do not feel are 100 percent suitable to their style of play. Therefore we have reviewed the request of Novak Djokovic to use another brand of shoes at Wimbledon and have agreed he can wear a product he feels is more suited to his current grass court needs.
Nole also released a statement about the controversy saying,
Over the past 5 years adidas’ commitment to my career has been unbeatable. Adidas Tennis has actively sought my feedback on new products and technologies and I am excited to work on a new products for the 2009 season. In the meantime, I am grateful for adidas’ unrelenting support as I aim to achieve my Impossible at Wimbledon this week.
This well-crafted PR piece seems pretty empty to me.
And to rub salt in the wound,
Andy Murray, who usually wears Brit label
Fred Perry paired with
adidas trainers,
confirmed that he switched to
Nike as seen below during his first round match:
Great for
Nike but where does this leave
adidas in tennis? Clearly
Nole hasn't switched over to
Nike completely but it could be just a matter of time. If the brand can't move quickly to accommodate the product needs of their premiere athletes at the highest-profile tournaments, who would blame them for jumping ship? And, why would the sports label spend all this money to sponsor an athlete and then instead of providing them the proper products in a timely manner, concede to allowing them to wear a competing brand??
Clearly,
adidas was caught with their
Court Shorts down and not prepared with appropriate product or to deal with this type of issue. What was I saying about lack of vision?
Impossible seems like
something for
adidas right now.
*Via
Down the Line!
(images via Getty, tenniswarehouse.com)
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