A sponsorship deal that is only available to the greatest athletes. Demi Vollering can now call herself a Nike Athlete and thus joins the likes of Cristiano Ronaldo and Nafi Thiam. In this way, the rider is unique in the ever-growing women’s cycling industry. Why is the sports brand making this move? Sporza Daily will find out.
“It is super surprising and unprecedented in women’s cycling,” analyst Marijn De Vries responds to the news. “Only Lance Armstrong came before her in sports.”
Jan De Voogd, Demi Vollering’s partner who closed the deal, had of course seen it coming for some time.
“We have already received various offers from sports brands, also because Demi is an exceptional athlete. Nike is very much looking for personalities who fit perfectly into their story.”
A story of idols who should inspire the masses and encourage them to exercise.
“I can still remember that after her Tour win she said that she wanted to inspire children to take up sports outside,” De Voogd concludes. A first building block for a successful collaboration with the American sports brand.
In addition to being a rider, Demi Vollering is also a role model.
Hugo Gruyters
Because Demi Vollering is more than a rider. She has a unique story. Hugo Gruijters, sports business teacher in Tilburg, knows this.
“She felt that she didn’t really fit into society,” he opens. “She also felt like an outsider at school. That’s why she made sure she wanted to become the best in the world on her own.”
And that became cycling. Vollering showed himself in recent years from the spring until after the Tour. On top of that, she also has an extra asset: followers on social media.
“She has a nice reach there. She is also in demand by magazines such as Woman’s Health. She even integrates other sports into her daily life. In this way, a rider also becomes a role model.”
Enough reasons for Nike to say: “Just do it!”
Tags: Demi Vollering Nike join forces unprecedented sponsorship deal
