CR7 FOOTWEAR IS THE LATEST ADDITION TO CRISTIANO RONALDO’S GROWING LUXURY LIFESTYLE BRAND.
THE COLLECTION REFLECTS RONALDO’S PASSION FOR STYLE, PERFORMANCE AND EXCELLENCE AND COMBINES CLASSIC & SMART-CHIC SOPHISTICATION WITH RONALDO’S UNIQUE FLAIR.
CR7 FOOTWEAR PROVIDES A RANGE OF FORMAL OPTIONS FOR THE FASHION CONSCIOUS WHO APPRECIATE PREMIUM CRAFTSMANSHIP, LUXURY MATERIALS AND A UNIQUE AESTHETIC. – www.cr7footwear.com
* This is a reeeeally interesting play to me. Athlete endorsement, usually, is either something that an athlete does with products that are closely related to what they do athletically like a drink, some sort of gear, sneakers OR its something that they just basically sign a contract to endorse and then they show up for commercial shoots and collect a check – think endorsing a pizza place, or money management services or an airline.
I think one of the first times that we really saw an athlete make a ton of money on a product collaboration was with George Foreman and the Foreman Grille. I’ve actually put some effort into researching that deal back in the day and although people thought that he was integral in the ideation and making of the grille, he actually just sold the rights to his name in perpetuity when it came to this commercial cooking product and then he did the 30 minute commercial program to sell it and associate his great personality with the product.* And, oh did it sell.
After that, we saw a lot of athletes beginning to have a deeper relationship with products, and we saw them starting to brand themselves and partner with products as opposed to just endorsing a product. We’ve seen that a lot over the last 10 years, but still, most of it is something closely related to sport. And its been a success, to varying degrees.
This, is different. But it makes sense, right? I think what we have noticed with a lot of the athletes in this generation is that fashion has become a large part of who they are. Branding has become a lot of what they do as they figure that its time for them to capitalize a lot more off the pitch, or the court, or the baseball diamond, etc.
Ronaldo, regardless of how you feel about tight pants and slim fitting shirts, has over the years undoubtedly become a fashion icon. Becks is a fashion icon. Russell Westbrook is a fashion icon. We could go on for days, there are a ton of guys. I tend to put basketball and soccer together a lot because for one, those are the two sports that I enjoy the most, but also the two sports are closely related in terms of play on the field. In addition to that, off the field, overall, the players of both sports have a lot of similarities as too. Basketball players and soccer players tend to have more exposure as to who they are and there is a certain kind of celebrity, that they have, that you dont see with baseball players and hockey players and American football players. There are some that stand out in other sports, but its not like soccer and basketball.
What is so interesting to me though, is that Cristiano is one of the few athletes / celebrities that has a truly global audience and fan base. Depending upon how the deal is structured and how many points he gets on the deal and how involved he is in the process and if he gets backend compensation or gets a piece of the company, this could be an absolute windfall for the guy. Its not like he is hurting for money, or ever will, but imaging if these boots (literally) are incredible? The prices arent for the feint of heart.
* I might be f**king with these driving mocs. I’m a sucker for a driving moc.
The lowest price point that I see is about $110 USD and the highest is a little more than $600 USD. Those are major league prices. Now, depending upon what the buyer base would be, I don’t know how many of the high end shoes he will sell. Can his partnership and endorsement with the footwear brand convince ages 14 – 20 to buy some CR7 footwear? No doubt. If I’m a kid and I need to have a pair of hard shoes for church, or weddings, or formal events and I can get some Floresheims or some shoes that are produced by C Ron, I’m definitely going to go with those.
But, you cannot tell me that my dad the attorney, who wears Bruno Maglis and Ferragamos, is going to throw down on some CR’s.
At the same time, you are never going to sell the most high end stuff all the time. Its like sizes in t-shirts. Yes, we will sell some smalls and some 2X’s, but the majority of shirts that we will sell, will be mediums and larges and a few XL’s.
At the same time, this is a long play. This, assuming that its a partnership, is something that will be around a lot longer than Cristiano will be playing and thats interesting to me. The shoes are made in Portugal as well; good touch to make it a hometown thing.
* To be more clear on the Foreman deal, he didn’t get upfront “endorsement” money. What he did was “sell” the rights of his name in exchange for around 40% of the profits from the products. FOREVER
George Foreman: Marketing Champ Of The World – Bloomberg