In the world of football, the most predominant brands when it comes to hiring athletes to use them as brand ambassadors are Nike and Adidas. However, in recent years, brands such as Puma, Umbro or Skechers have been gaining ground in the market, recruiting young talents for their growing brands.
In recent months, a new competitor has appeared with force and this would be the North American brand New Balance who, currently, has stars such as Bukayo Saka, Raheem Sterling or Sadio Mané on their list of ambassadors and who, in recent weeks, they have managed to sign the emerging Palmeiras star and future Real Madrid player, Endrick, for their project.
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New Balance’s strategy to dominate the market with Endrick at the helm
This “signing” is no coincidence, since New Balance would aim to break the market with an aggressive and effective strategy to beat the big brands and Endrick’s case would be the great trigger for this plan.
Both Adidas and Nike offered their biggest stars, Lionel Messi and Cristiano Ronaldo, a range of boots with their signature (name) when they were already established stars, with Ballon d’Ors and various collective titles in their respective honors.
New Balance, for its part, has convinced Endrick to sign for them until 2028 with a plan that guarantees the barely 17-year-old striker that he will have a range of boots personalized with his name and the possibility of being the face of the company in the international market.
With this plan, New Balance is betting hard and taking risks by offering contracts of such magnitude to young pearls who have yet to demonstrate if they have what it takes to stand out among the football elite. It is a bet that could turn out very well or very badly, but what is clear is that it is effective to say the least.
Although the agreement between Endrick and New Balance has not yet been officially announced, the forward has already officially changed his Nike boots for ones from the aforementioned brand, using them with both the Brazilian National Team and Palmeiras.
In principle, Endrick’s contract with NB will link him to the American brand for the next five years and it is estimated that the Brazilian will be just the first minor star that the American brand would try to sign with a similar contract. Will they be able to consolidate themselves in the football market? Time will tell.
What is clear is that other brands could adopt similar strategies to prevent the “next Endrick” from slipping away. Therefore, without eating or drinking it, the young star of Verdão would have started a revolution in the world of football that seems not to stop.
