Nike struck gold earlier this year when it signed rising star Caitlyn Clark to an impressive eight-year endorsement deal worth $28 million, which included a signature sneaker. However, the excitement surrounding the partnership has quickly dimmed as many fans and analysts wonder why the sportswear giant seems to be ignoring her potential.

At the onset of the WNBA season, the news of Clark’s contract had fans buzzing. Nike, the biggest brand in athletic apparel, appeared to be making a smart move by aligning itself with the superstar. Although some questioned whether the $28 million figure was low given Clark’s stature in the sport, many viewed it as a fantastic deal.

Yet, as the season unfolded, it became increasingly apparent that Nike had not done much to promote Caitlyn. No commercials, no advertisements, and no Caitlyn Clark merchandise have been released. Most notably, fans have yet to see her signature shoes hit the market, raising eyebrows among those who expected more from such a high-profile endorsement.

When Caitlyn Clark was at Iowa, Nike actively promoted her. They even showcased ads celebrating her record-breaking performance as the highest scorer in NCAA history, displaying a massive billboard in Iowa with the message, “If you break it, you own it.” Yet since turning pro, the silence from Nike has been deafening.

Historically, Nike has signed numerous athletes to lucrative deals, including icons like Serena Williams, LeBron James, and Michael Jordan. LeBron, who signed a contract exceeding $100 million coming out of high school, had a signature shoe ready for his first season. The same could be said for other players, like Sabrina Ionescu, whose shoes have gained traction among fans and athletes alike. With Clark’s remarkable impact on the game, the lack of a signature shoe feels like a missed opportunity for Nike.

Under Armour had also made a strong pitch to Caitlyn, offering a four-year, $16 million deal that would have provided a higher annual income. They proposed positioning her as the face of their women’s line alongside Steph Curry, capitalizing on the similarities in their playing styles. Looking back, many believe that Under Armour might have better showcased Clark’s talents and potential, avoiding the marketing missteps Nike appears to be making.

Critics have pointed out that the dynamics surrounding endorsements can sometimes be political. Reports indicate that Nike is currently prioritizing A’ja Wilson, the WNBA MVP, and is hesitant to release Clark’s signature shoe before supporting an established star. However, many argue that Caitlyn Clark has generated more buzz within the basketball landscape than Wilson. If both players released shoes simultaneously, it is believed that Clark would outsell Wilson significantly. Despite Wilson’s impressive credentials, her jersey sales ranked fifth in the league, trailing behind Clark, who was a rookie this season and already broke multiple records.

Caitlyn Clark’s momentum has been unprecedented, especially after a national championship game that attracted over 20 million viewers. The buzz surrounding her was palpable, and many feel that Nike has failed to capitalize on this unique moment in sports history. The lack of promotion is especially puzzling given the fervor for her merchandise and the immediate sellout of Caitlyn Clark-branded products elsewhere.

As discussions continue, fans are left wondering why a powerhouse brand like Nike is not more proactive in promoting a player who is undeniably transforming the WNBA. With reports suggesting that Clark’s signature shoe might not be released until 2026 or 2027, it raises questions about the strategic decisions being made at Nike.

Ultimately, if Clark’s management team were to rethink their deal, it would not be surprising. Opportunities like this are rare in sports, and brands must act swiftly to capitalize on the rising stars of today. It remains to be seen how Nike will navigate this situation moving forward.