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"There are a number of factors a brand will consider when entering into an apparel deal with a player. "Strong on-field performance will encourage more exposure across media channels, which is appealing to apparel sponsors," Emily Lofton, vice president of properties at Wasserman told USA TODAY Sports. Tied for second in the NFL in receptions (67), ranked second in receiving yardage (861), and having hauled in four scores, Hopkins has built a reputation within the league as one of the most consistent receivers and one who often puts up highlight-reel-worthy grabs.
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But this season, he has used Jordan Brand apparel, both with his gloves and his cleats. Hopkins previously had a relationship with Adidas, a deal he signed in 2016. Smallwood also said that the timing of Hopkins' catch, coming at the end of the in-demand late afternoon slate of games on Sunday also increased exposure. We have just seen the cataclysmic rise of social media and the reaction and constant exposure and the life span of these things continue to grow." "Social media is much bigger than it was in 2014," Smallwood said. 23, 2014, while he was a member of the New York Giants, created an exposure for Nike of $2.2 million, Smallwood said. made in a game against the Dallas Cowboys on Nov. The "Jumpman" logo of the Nike Jordan Brand, in honor of NBA legend Michael Jordan, is the iconic silhouette of him dunking the ball.įor comparison, the catch Odell Beckham Jr. "From a marketing standpoint, it has to be a dream for Jumpman (Jordan Brand) and Nike." "There's no better brand to capture the act of what he did of jumping and catching that ball in the air," Smallwood told USA TODAY Sports. That calculation is made through a combing of exposure on television, online and print media and social media – essentially, any visual media that show the catch.Įric Smallwood, the president of APEX Marketing Group, said that with viral events like these, the value only continues to grow as time passes and more images are shared.