Nike will not pursue any sponsorships with collegiate swimming and diving teams, cutting ties with the seemingly lucrative enterprise immediately.
An article in Sports Business Daily quoted a Nike spokesperson who said “We don’t anticipate new Nike swim sponsorships with colleges moving forward,” which will affect teams in terms of swimwear and out-of-the-water apparel.
Nike is one of the most recognizable brands around the world, but hasn’t been at the forefront in the competitive swimwear market, training such companies as Speedo, Arena and TYR. The company sponsored American Olympic champion Cullen Jones for a while, though Jones subsequently switched to Speedo. By severing ties with collegiate swim teams, Nike is shifting its focus toward its broader consumer base.
The end of the sponsorships means college swim teams could not use the famous Nike logo in any form, whether on apparel or for marketing purposes.