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Tuesday, March 28, 2017

Francisco Lindor is trying to save baseball from itself

In a sport considered America’s national pastime, Lindor’s identifiable, relatable personality somehow makes him an anomaly. It also makes him an appealing star to brands—including New Balance, which lured Lindor from Under Armour with a multiyear endorsement in February. New Balance is trying to promote a fresh young backward hat-wearing star in Lindor, something Major League Baseball hasn’t had since the Ken Griffey Jr. era, when Nike created the Swingman brand for The Kid and released several popular lifestyle sneakers. It’s something Nike’s been unable to replicate with a guy like Trout, who exceeds Griffey’s talent.

“Nobody brags about wearing Trouts like they would wearing Griffeys, which are still cool,” Mintz says. “You feel like you would wear a Trout to dinner with your grandpa. It’s really unfortunate the most dynamic and exciting player since Barry Lamar Bonds has the personality of a desk chair.”

The effort to make Lindor a star beyond the baseball bubble has already started. New Balance digital brand marketing director Pat Cassidy says Lindor will play a role in the company’s lifestyle and apparel lines, with the potential for a signature off-the-field sneaker that the infielder could help design.

“His inherent sense of style and personality goes a long way,” Cassidy says. “There’s the old adage in basketball that big men don’t sell sneakers, and there’s a reason for that. It’s hard to relate to Shaq and Tim Duncan. Francisco is a relatable guy and looks good not only with the on-field product but in all of the lifestyle stuff as well. He’s got good taste.”

RoyalsRetro (AG#1F) Posted: March 28, 2017 at 04:29 PM | 59 comment(s)
  Beats: francisco lindor, marketing, shoes

 

 

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