Nike Takes Oblique Approach With Its New Bryant Shoe

By Greg Johnson
Los Angeles Times Staff Writer

Nike has introduced an athletic sneaker that gives Kobe Bryant what few athletes ever achieve: his own logo.

Though Nike's ubiquitous swoosh is stitched on the sides of the newest Air Huarache 2K5 shoe, the heel is burnished with a small, stylized mark that is supposed to reflect a samurai warrior but does not overtly refer to the Laker star.

ESPN.com first reported the marketing move Thursday. On its website, Nike posted a photograph of the shoe and quoted a designer saying it was shaped by Bryant's personality and athletic style.

Though he joins other Nike athletes — including Michael Jordan, Tiger Woods, Vince Carter and LeBron James — with logos, Bryant will still have to prove that he has the star power needed to carry a merchandise line. Some marketing experts suspect that fallout from the felony sexual assault charge against Bryant that was dismissed 11 months ago will limit Bryant's endorsement effectiveness.

"Adult perception is definitely negative, and in his key demographic of teens and young adults, it's not significantly different," said Henry Schafer, executive vice president of Marketing Evaluations Inc., a Manhasset, N.Y., company that measures celebrity appeal.

"It's definitely far too early in terms of using him out front in the public eye with any kind of a product."

Schafer said Bryant trails only fellow NBA player Latrell Sprewell for the highest negative rating among professional athletes.

"It strikes me as a pulled punch," said Kevin Walker of Boardwalk, a Pasadena design firm, referring to the logo. "It's demure and abstract, the kind of mark that a corporation might go with if it's trying to be all things to all people."

This is, however, a relatively good time for Nike to introduce a shoe that retails for $130, said Marshal Cohen, chief industry analyst for market research firm NPD Group. Sales of athletic shoes grew by 3.1% to $16.4 billion during 2004, and value-conscious consumers seem more willing to pay for pricier shoes.

"Adidas came out with a $250 shoe, which is a barrier we never thought would get crossed," Cohen said.