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When Nike extended Sha'Carri Richardson's ambassadorial deal valued around $20,000,000, many feared it was a 'risky' investment. However, recent events have proven otherwise as recent success has made her sponsors proud.
In the aftermath of Sha'Carri Richardson being featured alongside other female sports stars in Nike's first Super Bowl Ad in 27 years, the sprint queen has further strengthened her bragging rights as the most marketable track and field athlete. No doubt, the shoe brand company struck a goldmine investing in her.
The world 100m champion and other renowned female Nike brand ambassadors in Caitlin Clark, Alexa Putellas, Jordan Chiles, Sabrina Ionescu, A'ja Wilson, Sophia Wilson, JuJu Watkins, and Aryna Sabalenka featured in the groundbreaking commercial to celebrate women in sports, which was narrated by Grammy Award-winning Doechii.
Not only was Richardson the only track and field athlete that appeared in the commercial, but alongside her boyfriend Christian Coleman, they were treated to VIP treatment at the Super Bowl. So it births the question, why has Nike shown so much faith in the track star?
![[WATCH] - Sha'Carri Richardson and her 'Baby' Christian Coleman's romantic moments at NFL Celeb Flag Football game](https://sportal365images.com/process/smp-images-production/ringier.africa/09022025/02a880ff-0655-4deb-bd5a-a292b02508e3.png?operations=fit(:350))
00:20 - 10.02.2025
[WATCH] - Sha'Carri Richardson and her 'Baby' Christian Coleman's romantic moments at NFL Celeb Flag Football game
At the NFL Celeb Flag Football game Sha'Carri Richardson and Christian Coleman fed fans with enough romantic moments to confirm their relationship.
Nike x Sha'Carri Richardson - A 'risky' partnership?
In 2023, reports circulated that Nike had extended Richardson's ambassadorial deal by five years valued around $20,000,000. Many feared it was a risky investment and she wasn't worth the hype, but were they right?
“There is no way Nike is taking a $20 million gamble on her especially with how volatile she can be. This I believe to be completely untrue,” wrote a social media user.
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Well, the follow-up value of the investment have proven otherwise. She has featured in almost all campaigns and promotions for the shoe brand, and their marketing ambush with the superstar before, during, and after the Paris Olympic Games have affirmed this.
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From being the face of Nike x Jacquemus fashion collaboration with most of the items sold out, to the unveiling of her statue in Paris alongside sports stars LeBron James and Kylian Mbappe before the start of the Olympics, to featuring in Nike's Air Max Dn launch, and most recently before the Super Bowl commercial, being celebrated in a roadside Ad alongside LeBron James, Richardson has been the face of the sports brand in athletics.
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18:17 - 05.02.2025
2025 Met Gala: Sha'Carri Richardson lands major achievement with big names in sports, arts, and entertainment industry
Sha'Carri Richardson is a member of an elite league of host committee that includes Chiamanda Adichie, Angel Reese, and Tyla for the 2025 Met Gala.
In fact, she is the only track and field athlete that has rubbed shoulders and well recognised among the big guns in the sports and entertainment industry, proving her influence is well beyond just being fast on the track.
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Aside from Nike, she has signed mouth-watering ambassadorial and partnership deals with several multinational companies such as Sprite, OLAY, Andriod, Beats by Dre, and Whoop, and made top magazine covers like Vogue and Essence.
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13:41 - 09.04.2024
Money Star: Sha'Carri Richardson Whoops' partnership deal with Van Dijk's multi-billion dollar fitness brand
Sha'Carri Richardson bagged another deal with a multi-billion dollar fitness brand that has soccer star Virgil van Dijk as an investor.
This is the first time in over three decades a female athlete will have so much pull and influence outside athletics and to cap it off, she's backing these with exceptional performances on the track.
Richardson is the reigning world 100m champion having won the title in 2023 and at the Paris Games, she claimed Olympic 100m silver medal before anchoring Team USA's 4x100m relay squad to the gold medal.
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Consequently, for two consecutive years (2023 and 2024) the 25-year-old ran the world's fastest time for the season ending at respective 10.65s and 10.71s, making her still the woman to beat despite her Olympics gold medal loss.
In all these, both on and off-track, Richardson propels Nike in whatever capacity she deems fit, thereby increasing the visibility of the brand.
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10:09 - 09.02.2025
'I don't race for free' - Sha'Carri Richardson rubbishes IShowSpeed's request for a race before the start of 2025 Super Bowl
Paris Olympic medallist Sha'Carri Richardson made it clear he's not ready to race IShowSpeed unless she's paid.
Without an iota of doubt, Nike struck a goldmine in Richardson and considering their staggering sum of $28 billion loss in market capitalization last year, the next few years looks promising if they continue their aggressive marketing using the track star.
Richardson has a world title to defend in August and if successful, will make her fame and influence skyrocket to greater levels with Nike by her side.
She's already the face of athletics and one of the world's most famous sports stars, no doubt there is much more diamond that can be tapped around her marketing brand in the upcoming years.
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