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Casemiro and Diogo Dalot have joined Kane, Grealish... in mass exodus from Nike

  /  autty

Casemiro turning out in Adidas Predators after team-mate Lisandro Martinez went the same way, Harry Kane wearing Skechers boots and a Manchester City trio departing for Puma.

Not to mention the end of a $500million partnership with Tiger Woods that had spanned 27 years.

The problem with having the world's leading athletes wear your brand is that it's very obvious when they stop wearing your brand - and that's the tricky spot where Nike currently find themselves.

The American sportswear brand is witnessing an exodus of its leading talent at the moment as financial realities bite.

On December 22, Nike punctured the festive cheer by announcing it needs to save a colossal $2billion [£1.6bn] over the next three years as a result of poor sales.

Their efforts to 'streamline the organisation' are likely to include job cuts, a simplification of products on offer and increased automation.

Last week, Nike announced two per cent of its 83,000 global workforce would be laid off as a result.

A trickle-down effect of this announcement now seems to be occurring in the sports world.

Unless you're a Nike for Life athlete - the football star Cristiano Ronaldo plus basketball icons Michael Jordan, LeBron James and Kevin Durant - chances are your lucrative endorsement deal isn't going to be renewed anytime soon.

England captain Kane began wearing blacked-out boots last summer shortly before his £100million move from Tottenham to Bayern Munich.

It soon emerged Kane had switched from Nike to a lifetime partnership with American footwear company Skechers, who were making their first proper foray into the football boot market.

When officially announced, Kane said 'there is loads more to come in this partnership', suggesting something similar to tennis star Andy Murray pairing up with start-up Castore in 2019.

Not only does Murray wear Castore apparel and have his own label with them, he is a shareholder in the company and advises the board. In November, Castore was valued at £950m.

That is small compared to valuations of Nike and Adidas but it shows leading sports stars can value the chance to have a little more input into what they wear.

Kane's move to Bayern - where shirt sales smashed all club records - instantly gave Skechers a leg-up in a new market.

Other players just want a decent pair of boots to wear. Manchester United and Argentina defender Martinez swapped Nike for Adidas last year and the German make was able to add midfielder Casemiro recently too.

The Brazilian had sported Nike boots for all of his career but was wearing Adidas Predators when United played Aston Villa last weekend.

As this week's Mail Sport United Confidential column revealed, United's Diogo Dalot has also parted from Nike and wore bright pink Puma boots in Sunday's win at Luton.

That follows Manchester City trio Jack Grealish, Mateo Kovacic and Manuel Akanji all heading over to Puma in the past 12 months.

Before that, this drip effect away from Nike saw lose Raheem Sterling to the revived New Balance brand, where he joined Bukayo Saka.

But Nike can still focus on reliable money-spinning endorsements like Cristiano Ronaldo, Kylian Mbappe and Marcus Rashford. Ronaldo's 10-year deal with them is reportedly worth £146.8m before bonuses.

While Nike need to save money, there are market forces at play too. It makes sense to concentrate on those reliable athletes brands that turn over a profit, while the athletes themselves - conscious of the power of their name and the fact many young fans follow them rather than a club - want more commercial freedom.

Another factor is Nike's focus on the women's game, a definite growth market. Australian star Sam Kerr's 13-year Nike deal is reportedly worth $1m annually, while Spain and Barcelona's Alexia Putellas is another big draw.

This does make Nike's own goal in not making England goalkeeper Mary Earps' replica shirt available after the World Cup all the more strange.

When Nike did finally release her green long-sleeved Lionesses shirt, it sold out in mere minutes, but not before Earps described their actions as an 'injustice'.

The amicable ending of Nike's very long-standing partnership with Woods made absolute sense.

15-time Major winner Woods was once sport's most marketable star - or at least on a par with Jordan - and Nike exploited that with pitch-perfect advertising campaigns for many years.

But Woods, plagued by injuries, doesn't play as much any more and is therefore the Nike Swoosh is far less visible. Besides, Nike stopped making golf equipment almost a decade ago.

It was similar with tennis icon Roger Federer, who ended his partnership with Nike in 2018 after 24 years and agreed a 10-year, $300m contract with Japanese chain Uniqlo.

Federer retired in September 2022 anyway and all good things must come to an end.

Analysts said of Nike's pessimistic pre-Christmas announcement that it was too soon to know if they'd become a less attractive brand or if consumers were holding back their spending generally.

But the knock-on effects are certainly been seen in the sports elite.