Kevin Durant says ‘No one wants to play in Under Armours’ while standing up for Nike

Kevin Durant says ‘No one wants to play in Under Armours’ while standing up for Nike

Kevin Durant says ‘No one wants to play in Under Armours’ while standing up for Nike
NBA

Kevin Durant says ‘No one wants to play in Under Armours’ while standing up for Nike

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Kevin Durant’s latest shot at Under Armour shows us just how loyal he is to Nike.

Kevin Durant returned to The Bill Simmons Podcast for a fourth time to discuss a number of topics in a fan mailbag episode. One of the topics that the reigning NBA Finals MVP discussed with Simmons was why Maryland colleges aren’t able to successfully recruit top local prospects.

Rather than talking about facilities, coaches, or conference competition, Durant, who grew up in Maryland, cited the University of Maryland’s apparel deal with Under Armour as a potential cause.

“I think a lot of kids, to be honest, they don’t choose Maryland unless they play in like an Under Armour system coming up,” Durant said to Simmons. “Shoe companies have a real big influence on where these kids go. Nobody wants to play in Under Armours, I’m sorry. The top kids don’t because they all play Nike.”

Simmons asked if Durant, a Nike endorser, ran that statement by Warriors teammate Steph Curry, who is Under Armour’s top NBA athlete. He continued to say that “everybody” knew the best players wanted to wear Nike.

This should be taken as Durant firing a shot at Under Armour, because that’s exactly what he was doing. But it shouldn’t come as a surprise.

Brand loyalty comes first for athletes

Having signed a $300 million, 10-year deal with Nike in 2014, Durant’s side is clear in any shoe debate. No matter the other brand in the discussion, Durant will always choose Nike. For that reason, these comments likely will be seen as less of a shot at Curry or his shoes and more of a vote of confidence for Nike.

With the most lucrative shoe contracts lasting longer and paying more than NBA deals, many superstar athletes use any chance they get to tout their brand and put down competitors. This is no different than LeBron James taking shots at a smaller company like Big Baller Brand with an Instagram post or James Harden covering up the Nike logo on his Drew League uniform.

NBA role players with sneaker deals may be less likely to denigrate rival gear than top-tier players, but the former doesn’t have the same job security with teams or brands as the latter. They need to keep their future options open. Durant, on the other hand, has a long-term deal with Nike and a signature shoe.

Maryland is an Under Armour state

Based in Baltimore, Under Armour has Maryland roots and deep connections to the Terps’ athletic programs. The University of Maryland’s football and basketball teams often debut new UA uniform designs each year that showcase state pride and the brand.

Durant, who passed on Under Armour to sign with Nike, said that his choice of college — he played one standout season at the University of Texas — was motivated more by a desire to experience life away from home than branding. But he told Simmons that he believes the AAU system shifts prospects away from Under Armour-sponsored schools and toward ones with Nike apparel deals.

If Durant’s theory is accurate, then there is still hope for Maryland hoops fans: The area’s most popular AAU team, the D.C. Blue Devils, is sponsored by Under Armour. The team plays on Under Armour circuits both nationally and locally. Markelle Fultz, the top pick in the 2017 NBA draft, played for the Blue Devils. Of course, he did then attend the University of Washington — a team sponsored by Nike.