Background/Purpose The world of grass roots basketball was revolutionized in the period from 2003-2008. The financial involvement from athletic apparel companies created an environment of extreme competition for young, talented teenage athletes. The purpose of the study was to evaluate and analyze the motivation, reasoning, and action behind athletic apparel company funding upon grass roots basketball. The efforts of Nike, Adidas, and Reebok and the resultant effects on athletes within the grass roots basketball community received paramount attention.
Method The researcher developed a narrative highlighted by a dual focus of methodology. Although the study was intensely historical in nature, the research was also presented within a philosophical context.
Analysis/Results As Nike, Adidas, and Reebok began to affiliate themselves with high school athletic programs and AAU teams that offered the highest level of talent in grass roots basketball, a revolutionary business model and marketing strategy was born. Players, parents, and coaches were convinced that the only way to gain attention was through competition year-round. Specifically, the study focused on the following athletes: LeBron James, Sebastian Telfair, Kevin Love, Ovington J'Anthony (OJ) Mayo, Renardo Sidney, Justin Jennifer as well as executive businessman, John (Sonny) Vaccaro.
Conclusions The study of athletic apparel company funding on grass roots basketball from 2003-2008 highlighted the unique nature of the industry and the overall involvement of the parties who propelled the relationship. The business decisions made by Nike, Adidas, and Reebok to promote corporate brand through the game of basketball were not only effective, but also revolutionary.
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