DeAndre Hopkins isn’t a Nike athlete, but he did help the sportswear giant land millions of dollars in publicity.
According to advertising and branding consulting firm Apex Marketing, the now-viral image of the Arizona Cardinals wide receiver MOSSING three Buffalo Bills defenders while wearing a glove that bore the Swoosh’s Jordan Brand logo brought in about $5.7 million in media exposure through digital news, television and social media.
Despite being in what many fans and analysts are calling the play of the year, DeAndre Hopkins’ Hail Mary moment will not result in the same marketing and advertisement treatment that Odell Beckham Jr.’s one-handed catch received in 2014. Although Hopkins was wearing a Jordan Brand glove, he is not a Nike athlete.
The viral photo of Hopkins grabbing the ball over the outstretched hands of the Buffalo Bills defenders has helped Jordan Brand get $5.7 million in media exposure from social media, TV and print, according to Apex Marketing.
Hopkins, who was an Adidas athlete up until earlier this year, has not been posted by Adidas, Nike or Jordan social media accounts.
“He’s just a huge fan of Jordan, so he did this on his own volition,” a Nike spokesperson said.
The article goes on to state how former New York Giants wide receiver and Nike athlete Odell Beckham Jr.’s jaw-dropping one-handed catch versus the Dallas Cowboys in 2014 resulted in at least $2.2 million in media exposure.
Trailing by four points in Sunday’s game against the Buffalo Bills, Cardinals quarterback Kyler Murray threw a Hail Mary pass in the direction of Hopkins, who came down with the ball despite being covered from every angle.