Jordan, LeBron, Tiger... Nick? AFL star on verge of unfulfilled Kyrgios prophecy
Updated . First published at
Nike’s bold play for Nick Daicos has put the Magpies star in the upper echelon of the sport’s biggest names after he finally landed a Brownlow Medal.
On the morning of the Brownlow Medal on Monday, Nike took out a half-page ad on the front of Herald Sun that just had the iconic tick with the word “inevitable” and a picture of Daicos.
The Punt Road Silos with Nike and Nick Daicos branding. Getty Images for Nike
The back page also had a blacked out photo with the words gravity, wrinkles, Mondays, the sun rising, the sun setting, traffic on Punt Rd and Nick Daicos. It then followed with “inevitable’ and the iconic Nike tick.
With Daicos having been the medal favourite twice before, and losing, it was a brave strategy from the company. The implication is it was inevitable Daicos would take home the coveted medal known as “Charlie” one day.
Once Daicos’ win was confirmed with a record tally of votes, the silos on Punt Road featured a big photo of the Pies star with the tick and “inevitable” featuring again.
“I did hear briefly about this, I’m obviously partners with Nike and they wanted to make me feel really special if I got up here,” he said on stage.
“I’m really privileged.”
The opportunities for Daicos are now tenfold and Nike will be integral to shaping his legacy.
The corporation has turned many athletes into their own brand.
Basketball icons Michael Jordan and LeBron James spring to mind, along with the likes of Serena Williams, Cristiano Ronaldo, Tiger Woods and Kevin Durant. To Nike and the rest of the world, they’re known as Jordan, LeBron, Serena, Ronaldo, Tiger and KD.
Erling Haaland is fast becoming the biggest name in world sport, too, while Naomi Osaka has set a new standard with her walkouts to matches in Nike kits.
Daicos could become the “Nick” that Nike wanted Nick Kyrgios to be.
While Daicos doesn’t have the global reach of Kyrgios - given Aussie rules is really only prominent in one country - his star power is entrenched in Australia.
Nick Kyrgios, 19, after beating world No.1 Rafael Nadal at Wimbledon 2014. Getty
In 2014, Kyrgios was on the radar of Nike’s co-founder Phil Knight who - as The Sydney Morning Herald reported - arranged for a private jet to fly him to Oregon for a tour of the company’s headquarters.
It happened after the up-and-coming Aussie firebrand’s famous Wimbledon victory against Rafael Nadal.
Nike wanted Kyrgios to be the next face of the company. Unfortunately, we know it didn’t work out like that.
But the brand’s support for Daicos is clear and at 23 years old, the possibilities are endless.
Throw NRL superstars Kalyn Ponga and Reece Walsh into that Nike-sponsored mix, and it’s a world we may not have seen reach its potential yet in Aussie sport.
