Nike has been signing younger athletes in order to appeal to a younger audience. They also want to catch them before they are discovered by their competitor
Nike has announced that they have signed an endorsement deal with Jamaican youngster Serena Cole. This deal means that Edwin Allen High School sprinter can now be considered as a professional athlete.
The youngster finished in the second position in the 2022 World Under-20 Championships. She was competing in the 100m race in Cali, Colombia. Serena will be under the tutelage of coach Stephen Francis. The highly-rated coach will lead the training from the MVP Track Club.
Cole has already established herself at MVP. Michael Dyke, the head coach of Edwin Allen High, revealed that Francis will be in charge of Serena’s conditioning in the upcoming season.
Dyke said that he is happy that Serena will be linking up with former teammates Tina Clayton and Tia. He said that he believes that she will fit in seamlessly with all her teammates. Dyke believes that this familiar territory will bring the best out of Serena Cole. Dyke was speaking in an interview with journalists.
Cole is a well-rounded track and field athlete having competed in triple jump events. She grabbed the first position in the Girls Triple Jump event that happened in the ISSA/GraceKennedy Boys and Girls Athletics Championships.
This was the first time that she was competing in the Triple Jump at the Champs event. She opened the day with a moderate 11.97m before recording a winning distance of 12.51m (-1.0m/s).
Nike has been signing younger athletes in order to appeal to a younger audience. They also want to catch them before they are discovered by their competitors.
The company’s promotion is meant to use sponsorships, advertisements and events to create emotional connections with potential buyers.