Analyst: Jason Collins' announcement creates an opportunity for Nike

04/29/2013 | Adweek

NBA player Jason Collins, who became the first openly gay athlete in a major U.S. sport after his announcement in Sports Illustrated this week, could become the centerpiece of a Nike gay-rights campaign, one analyst is predicting. The company has been understated in its reaction -- a statement called Collins "a Nike athlete" and said the company is "committed to diversity and inclusion." But Nike recently added WNBA player Brittney Griner to its roster, and her openness about her homosexuality creates a natural opportunity, sports-marketing analyst Bob Dorfman says.

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