Shohei Ohtani’s Deal With New Balance Has Immense Potential

There are a handful of things that I consider pillars of my personality and spirit. Baseball, of course, is one of them. That’s likely easy to infer, but there are a few others that you might not know about. Since I was a kid, what I’ve put on my feet has meant a lot to me. No matter where I was going, I wanted to rock fresh kicks. This also meant that players with signature cleats and/or sneakers meant a lot to me, too. I wore Ken Griffey Jr.’s Air Griffey Max 1s the second my feet were big enough to fit into a kid’s pair. Unfortunately, in the last decade or so, baseball players haven’t inspired as prominent a line of footwear as Griffey did. But I think there is a chance for that to change.
In January, baseball’s most iconic star, Shohei Ohtani, signed a multi-year footwear and apparel deal with New Balance. The numbers around the deal still aren’t clear, but it will be a long-term partnership with custom apparel, cleats, and sneakers. What I want to address is the potential impact of this deal and how it can serve as an entry point for growing the culture of baseball by stretching it beyond the diamond and onto people’s feet. Other prominent players, like Aaron Judge and Mike Trout, have footwear and apparel deals of their own, but none has stomped a footprint on sneaker and fashion culture like Griffey did when his first shoe dropped in 1996 at the peak of his stardom.
The drop of the Air Max Griffey 1 was strategic and savvy. In Complex’s account of Griffey’s impact on this era of sneaker and baseball history, they noted that Griffey and Nike’s goal for the shoe was to be multipurpose and fashionable. Specifically, Griffey himself demanded the shoes be wearable with jeans. Why was that? Well, of course that would mean they were more than just an athletic shoe — you can fit them up too. That plan worked out well for Griffey and Nike, who were able to carve out additional space in the sneaker market to go along with the Jordan line and other Nike sponsored basketball players. With the help of the company’s marketing push and its desire to make the most of Griffey’s stardom, an iconic sneaker was created that is still being worn over 20 years after its original release. This helped Griffey cement the leap from being a baseball and sports icon to a cultural one. New Balance and Ohtani could make the most of their partnership if they used this approach to their advantage and applied it to their own plans for Ohtani’s market appeal. Read the rest of this entry »