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Obama's Sportswear 'Endorsements' Worth Millions

Nike, North Face get free pub from prez-elect

By Drew Nelles, Newser Staff

Posted Nov 27, 2008 4:52 PM CST

(Newser) – The latest high-profile sportswear-endorser doesn’t charge brands like Nike and North Face a thing to be seen wearing their logos, but his fashion choices may be worth millions, the Times of London reports. Barack Obama’s love of the gym and the basketball court is famous, and companies are happy to cash in on the regular photographs of the president-elect sporting his favorite name-brand gear.

“Barack Obama is said to pick only the best and brightest for his team and he’s certainly done that with his footwear,” an ASICS rep says of the Democrat’s recent sneaker choice. But while this sort of branding can mean millions for companies, “they’re not paying anything so it’s slightly out of their control and not necessarily on message,” one marketing expert says.

[Images (3)]

[Quotes (1)]

These photos of Barack Obama dropping off his daughters at school while wearing a North Face jacket days after his election were printed in newspapers around the world. (AP Photo)

Then-presidential hopeful Obama sports a pair of Nikes on the basketball court in this April photo. (AP Photo)

President-elect Barack Obama's passion for fitness is famous. (AP Photo)

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We don't make a point of giving the president-elect any products for free, but we're glad that he has such good taste in sportswear, whether he's working it out or taking it easy. - Nike spokesman Charlie Brooks

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Obama's Sportswear 'Endorsements' Worth Millions