Barkley Builds a Brand

by Craig J. Santucci @NYGiantsRush

The Saquon Barkley marketing machine is picking up speed. Back in November, he debuted shirts, sweatshirts, and hats. Those 30,000 units sold out in 15 minutes.

There is a demand for a superstar with a good reputation who wants to inspire kids. But what might separate Saquon and his brand from the others is his willingness to mix his love for the NFL greats (Admiration of Barry Sanders) and something fun (Marvel superhero inspired logo).

The Logo

The Super hero logo resignates with kids and for a lack of a better word, it’s badass. Barkley is building a brand, complete with his logo that he picked from 25 versions. It’s well documented that he could have gone the Jordan route with a image of himself him leaping a defender. He went a different route.

Team is bigger

Last year he asked his teammates if it was cool if he wore a shirt with his face on it. The right image and what his team mates think are important to Barkley.

I keep the main thing, the main thing – football, and trying to be the best I can be to bring a championship to the city.

– Saquon Barkley

Bringing Back Bo

Nike stepped up with a new deal this past October to the tune of $25MM. Barkley’s new shoe line that launches in 2021 will build off the Bo Jackson concept, build a bigger than life character.

The machine that is Nike made some unique concessions for Saquon including ownership of his created intellectual property and the ability to work with other brands and artists like Travis Scott and Drake.

Barkleys kids camp had been canceled this past June due to the shut down so expect some bigger and better opportunities for his fans in the upcoming months. The camp is just another way for Saquon’s brand to organically bubble up with the kids he wants to connect with.

While it might be nastalgic, the parents who remember the “Bo Knows” campaign will most likely support and the investment in the Barkley brand as it follows the Bo Jackson roadmap to building an icon. It has been a while since a running back came along with the intangibles Barkley has. He is determined to break through in that cross platform space.

Football players dont usually sell “lifestyle” brands like Basketball players. Saquon Barkley is determined to bring his brand back to the popularity levels that Bo Jackson once did. Having a 2020 New York Giants season where Saquon Barkley takes over will help the ground swell for Barkley merchandize and brand affilation.

Wth the right steps, and a healthy career…it can be done. The machine rolls on.

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