Renewed Alliance With Nike's Jordan Brand Gives Derek Jeter Captain's 'Re2pect'
Tuesday, July 12, 2016 at 06:54PM in Derek Jeter, Jordan Brand, MLB, MLB, Nike, sports marketing

By Barry Janoff

July 12, 2016: Derek Jeter, who retired from baseball in 2014 after 20 seasons with the New York Yankees, has had two memorable moments this past week.

On July 10, he married his girlfriend, model Hannah Davis.

Closer to the world of sports, Nike's Jordan Brand today said it has extended and expanded Jeter's role with the brand, creating the position of ‘"Captain" for the training category and Jordan Baseball.

Jordan Brand also said it would continue his signature Re2pect line with training and lifestyle shoes and apparel, with new items scheduled to hit Jordan retail outlets in Spring 2017.

The brand said that Jeter, who was captain for the Yankees from 2003-14, would "play an active role in defining the future of his Re2pect line, choosing colorways and style designs as well as consulting on comfort and fit."

Sales for Nike's Jordan Brand are estimated to be in excess of $2.5 billion, according to industry analysts.

The Jordan Brand Baseball roster includes Marcus Stroman, Manny Machado, CC Sabathia, Jimmy Rollins, Carl Crawford, Gio Gonzalez, David Price and Dexter Fowler.

The Re2pect campaign was launched around Jeter’s final season with a limited-edition apparel line, which Jordan Brand called "one of the most successful in (its) history.

“Derek is one of the hardest workers I have ever met,” Michael Jordan said in a statement. “His work ethic was evident in the way he played the game of baseball and it continues to drive the way he approaches his business career after retirement.

"We are excited to continue our relationship with him and for what he brings to the brand as we continue to grow," said Jordan.

As captain for Jordan Baseball, Jeter will help the brand "identify and recruit baseball athletes who embody his values on the field. Jeter will be a key figure working with Jordan Brand Sports Marketing and Michael himself to build the Jordan family of baseball athletes."

According to Jeter, “I am thrilled to continue my relationship with the Jordan Brand. I spent my entire baseball career trying to be the best player I could be and I am excited to help the next generation reach that goal through Jordan Training and Baseball.”

Jeter, who founded and has been overseeing The Players' Tribune since his retirement, won five World Series championships with the Yankees, was AL Rookie of the Year in 1996 and a 14-time All-Star.

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