- Joined Sep 8, 2002
Le Coq Sportif
LONG-TERM DEAL: Noah can build his brand
Somebody look up the French for ''It's the shoes.''
Bulls rookie Joakim Noah has signed a six-year endorsement deal with French footwear and apparel company Le Coq Sportif.
That is the same company that his tennis-star-turned-singer father Yannick Noah has endorsed.
Le Coq Sportif has plans for a line of shoes and apparel around Noah. The deal could end up giving the former Florida star an equity stake in the company.
The deal was brokered by agents Donald Dell and Bill Strickland of Kentucky-based Blue Equity. Dell, president of the firm, also helped Michael Jordan partner with Nike. Nike and Adidas also were interested in Joakim.
So how do the Jordan and Noah deals compare?
''I think they're very different deals because they're very different times,'' Dell told Quick Hits Wednesday. ''But the concept is the same. When Michael made the second Nike deal, that was a long-term deal. What we're doing with LCS and Joakim Noah is an opportunity for him to have a royalty involvement in shoes and clothing, both in Europe -- but more importantly -- in America.
''It's very dissimilar to Nike in the sense that they're not an established company, although Nike basketball was not that established until Michael, but they were established.''
It would seem -- on the court and off -- Noah has big shoes to fill.