Like Starbury, Kevin Durant Wants to Endorse Affordable Shoes

Kevin Durant has been in the news a lot this year because of his unbelievable basketball talents. As a freshman at Texas, Durant practically took over the college basketball world, winning every possible individual award out there last season. Due to his accomplishments, he's expected to be drafted as either the first or second pick in this year's draft. As well, top sneaker companies are now clamoring to sign him, as they feel his on court abilities will allow him to become a great endorser of basketball sneakers.

The two companies vying for Durant to endorse their products are Nike and Adidas. Traditionally, players of Durant's caliber that sign with Nike or Adidas usually have shoes that sell in the $100-$150 range. The irony of this is that most NBA players come from backgrounds where they couldn't really afford to purchase shoes at that price point, yet they continually don't use their influence to push shoe prices down to a more affordable level.

Currently, Stephon Marbury is the only prominent NBA player to step up and make something happen, marketing a $15 basketball shoe made by Steve and Berrys (Ben Wallace has also signed on to endorse Starbury's $15 shoes). The reaction to Steph's shoe revolution has been tremendous. However, he's not selling shoes with the brand equity and consumer loyalty that Nike and Adidas currently have. As well, he's not as big of a name as guy like Kevin Durant is (at least not currently).

Today on his Oregon Live blog, John Canzano reported that one of the sticking points for Durant in his negotiations with Nike and Adidas is a commitment to make a shoe that is at a price point that most individuals could afford. That price point is rumored to be between $39 and $69. If Kevin Durant (a player that is going to be on the marketing level of a Dwyane Wade or a LeBron James) can get Nike or Adidas (the two most powerful sneaker companies in the world) to brand a Kevin Durant signature shoe for $39, he'll have done more toward making sneakers more affordable than anyone before him. I mean, if Nike or Adidas start making affordable shoes with Durant's name on them, it automatically becomes that much more acceptable for kids to purchase cheaper shoes.

Obviously, Durant hasn't forgotten where he comes from. The kid hasn't even been drafted yet, and he's already using his influence to implement positive change. See LeBron, you can influence positive change while still making a lot of money. Maybe you should call up KD and Steph and ask them how it's done.

Previously at Fanhouse:
LeBron James vs. Stephon Marbury: The $150 Shoe vs. the $15 Shoe
Ben Wallace Joins the Starbury Revolution

Reader Comments (Page 1 of 1)

6-14-2007 @ 4:17PM

Tom said...

Durant and his people are smart.

6-14-2007 @ 4:50PM

amart7 said...

the problem with "the king" is that he has started to believe his own press. i doubt seriously he will give back any of the money he has made off his endorsements, and has learned NOTHING about humility even after the thorough spanking he is getting in the finals. i commend players like marbury and ben wallace for putting aside the dollar and using their heart to make these business decisions. it's about time the nice guys finished first.

6-14-2007 @ 4:49PM

Sasha said...

Shaq has been selling 20-40$ shoes for many years now out of Kmarts and wallmarts. I know he once had a 250.00 shoe...

6-14-2007 @ 5:46PM

Cubbiessosa said...

I have to say that when Starbury and then Ben Wallace endorsed affordable shoes I changed my tone on them personally. Starbury was known as a selfish, me first player. While Ben Wallace was known as a thug for his involvement starting the brawl at the Palace. But their actions when it comes to these shoes while some might say its PR and saving face actually in my opinion shows there true colors as caring human beings and Durant's actions do not surprise me. In addition to being some of the most talented players in draft history Greg Oden and Kevin Durant are two honest and humble superstars who bring a good attitude to their new league.

6-15-2007 @ 3:11AM

Miss Gossip said...

This is incredible. Good for you, Durant!

I was going to ask what happened to Shaq's low-priced shoes -- they didn't really end up making an impact.

6-16-2007 @ 8:24PM

Lummpy said...

Well there is nothing wrong with Durant, wanting to start making income outside of the NBA. He needs to start it now while his name is hot.

6-28-2007 @ 12:42PM

Ken said...

What Marbury, Durant, Shaq, and Ben Wallace are doing should be commended. However, I question one of the premises of this article that those from Durant or Marbury's background cannot afford to buy the $100 - $150 shoes. Just hear me out here: one of the worst kept secrets, at least among people who have some understanding of marketing and consumer goods economics, is that people from low economic strata often spend much of their low earned-income on consumer goods and stuff like plasma-screen televisions, expensive sneakers...etc. Why? Because they cannot really afford the real expensive stuff - homes, or even cars. Hence, companies like Nike, Reeboks have consistently market their expensive products to the inner cities and reap huge profits and returns. For these shoe companies who are not socially conscientious, there is no incentive to make cheaper shoes. Just my two cents

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