Наоми Осака – уже гигантский бренд. Ее дела ведут 20 человек, она отказала Coca-Cola, и похоже, будет документалка на Netflix

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Когда Наоми Осака выиграла Australian Open в 2019-м, фотографироваться с кубком она пришла в купленном онлайн платье независимого американского бренда Cushnie, которое было у нее с собой.

Наоми Осака – уже гигантский бренд. Ее дела ведут 20 человек, она отказала Coca-Cola, и похоже, будет документалка на Netflix

Выиграв второй Australian Open в 2021-м, Осака надела на чемпионскую фотосессию комбинезон, кроссовки, сумку и украшения Louis Vuitton – крупнейшего в мире люксового бренда, амбассадором которого стала незадолго до турнира.

Наоми Осака – уже гигантский бренд. Ее дела ведут 20 человек, она отказала Coca-Cola, и похоже, будет документалка на Netflix

За два года между австралийскими победами Осака выиграла второй US Open и стала самой высокооплачиваемой спортсменкой в истории – за год заработала беспрецедентные $37,4 млн, – а ее рекламное портфолио, по наблюдению Forbes, стало не только больше, но и изощреннее. Накануне Australian Open в журнале вышел материал «Наоми Осака прокладывает новую бизнес-тропу сквозь растущие спонсорские контракты». Ниже – главное из него.

Осака уже очень богатая, так что в спонсорах ищет не деньги, а общие интересы

Сейчас у 23-летней японки 16 спонсоров, с которым она работает как традиционное рекламное лицо (MasterCard, Tag Heuer, PlayStation и Levi’s), так и в качестве совладелицы (футбольный клуб North Carolina Courage из американской Национальной женской футбольной лиги). На прошлой неделе в Мельбурне после полуфинальной победы над Сереной Уильямс она рассказала, что ей в тот день нужна была дополнительная сила – поэтому с утра она надела куртку «Лейкерс». Пока она это говорила, у нее на голове была бейсболка с персональным логотипом, а желто-фиолетовая куртка была технично спущена с одного плеча, так что ничего не закрывало два спонсорских патча на ее топе.

Наоми Осака – уже гигантский бренд. Ее дела ведут 20 человек, она отказала Coca-Cola, и похоже, будет документалка на Netflix

«Наоми очень повезло, что у нее уже есть стабильный высокий доход, – говорит агент Осаки старший вице-президент IMG Tennis Стюарт Дюгуи. – Она не гонится за деньгами, и первый разговор с потенциальным спонсором никогда не касается денег. У нас очень много приоритетов выше денег. Это роскошь, которую мы уже можем себе позволить. Очень много предложений мы отклоняем; не все марки вписываются в нашу концепцию. А в сотрудничестве нет смысла, если вы друг другу не подходите».

Макс Айзенбад – старший вице-президент IMG и агент самой высокооплачиваемой спортсменки нулевых и начала десятых Марии Шараповой – говорит, что коммерческие перспективы женского тенниса в ближайшее время будут расти, учитывая особенно, что в мужском теннисе эпоха Большой тройки постепенно близится к завершению. «Теннис – лидер женского спорта. Другие виды тоже подтягиваются: баскетбол, футбол в США. Но то, что делают Серена, Наоми, – это легендарно».

Наоми Осака – уже гигантский бренд. Ее дела ведут 20 человек, она отказала Coca-Cola, и похоже, будет документалка на Netflix

Осака своей второй страстью после тенниса называет моду, а ее мечта о собственном модном бренде отражается в ее контрактах: соглашение с The Beats включает пункт о том, что к каждому турниру «Большого шлема» компания выпускает наушники, в дизайне которых участвует Наоми, а двухлетний договор с Levi’s позволяет ей выпускать собственную коллекцию минимум раз в год. Nike, который с помпой увел ее у adidas в 2019-м (предположительно, за $10 млн в год), в ноябре 2020-го с большим успехом выпустил первые именные коллекции Осаки в США и Японии, в которых она была «плотно задействована».

Даже бренды, непосредственно не связанные с модой, используют коммерческий потенциал Осаки творчески – например, MasterCard в прошлом году запустил в нескольких японских городах кампанию, обыгрывающую каламбур в фамилии Осаки: на плакатах ее называли Наоми Токио, Наоми Киото и Наоми Йокогама, а одета она была в наряды японского бренда Adeam, вдохновленные этими городами. «Это был отличный пример того, что и кредитную карту можно отрекламировать так, что будет понятно: бренд – это не только продукт, но и ценности, которые он воплощает», – говорит Дюгуи.

Наоми Осака – уже гигантский бренд. Ее дела ведут 20 человек, она отказала Coca-Cola, и похоже, будет документалка на Netflix

Агент вспоминает разговор с Осакой двухлетней давности, когда она сказала, что хочет однажды основать свой бренд, а он посоветовал ей до тех пор пользоваться своей коммерческой привлекательностью: сотрудничать с дизайнерами мирового уровня и учиться бизнесу. «Она участвует во всех созвонах: слушает и учится, – говорит Дюгуи. – Когда после тенниса она начнет строить собственный бренд, весь этот опыт и все связи ей пригодятся. Поэтому сейчас очень важно все впитывать, тренировать насмотренность и творческий процесс».

Осака – отражение эволюции маркетинга спортсменов. Никому больше не нужны просто лица – теперь нужны характеры

Кропотливое построение личного бренда, обуславливающее избирательность Осаки, – это желание не только работать на перспективу, но и быть верной себе настоящей. Так, прошлогодний контракт с PlayStation теннисистка подписала, потому что сама играет на этой консоли (хотя переговоры об активации сотрудничества все равно заняли несколько месяцев), а в 2019-м Наоми отказала Coca-Cola в пользу напитка Bodyarmour – компании, одним из владельцев которой был баскетболист Кобе Брайант, с которым Осака дружила. Осака стала одним из его рекламных лиц в обмен на долю в компании. С тех пор стоимость бизнеса выросла в десять раз.

«Мы с моими партнерами делаем общее дело и друг друга поддерживаем, – говорит экс-первая ракетка мира. – В случае Bodyarmor это справедливо вдвойне, потому что мне принадлежит часть компании, так что я считаю их своей семьей».

«Индустрия очень изменилась, – продолжает Дюгуи. – Когда я начинал работать, человека один раз снимали в кампании, цепляли на него лого и прощались с ним до следующего года. В эпоху социальных медиа всем нужна аутентичность и органичность, потому что кампании, единственная ценность которых – деньги, видны сразу. Бренды хотят инкорпорировать в свой дискурс талант Наоми, ее уникальность: человечность, искренность».

Наоми Осака – уже гигантский бренд. Ее дела ведут 20 человек, она отказала Coca-Cola, и похоже, будет документалка на Netflix

Айзенбад говорит, что бренды перестали искать просто рекламные лица в последние семь лет. Когда Шарапова в 2004-м выиграла «Уимблдон», практически все спонсорские предложения были одинаковые: трехлетние соглашения на рекламу продукта. Но сейчас спортсмены стали богаче, и они готовы идти на большие риски – например, менять свои рекламные услуги на доли в компании. «Стюарт [Дюгуи] проделал с портфолио Наоми великолепную работу, – говорит Айзенбад. – Оно состоит как из стандартных контрактов, так и из ее собственных инвестиций и обмена на акции».

Активная гражданская позиция Осаки напрямую влияет на ее бизнес. Например, после того, как на последнем US Open она стала голосом протеста против полицейского насилия, Beats and Levi’s обновили свои кампании с ней, добавив в них сюжеты о ее активизме. Японские бренды вроде Yonex и Nissin от правозащитной риторики далеки, но и они за последнее время реструктурировали контракты с Осакой так, что они теперь стоят гораздо больше.

Теннис – флагман всего женского спорта в мире, а Осака за пару лет переродилась во флагман тенниса, так что ее дела в IMG и WME ведет команда из 20 человек, покрывающих всю связанную с ней бизнес-активность от ее перевоплощения в героиню манги до съемок документалки Netflix. «Нечасто возникают игроки, которые выходят за рамки спорта и становятся иконами, – говорит Айзенбад. – За этим очень интересно наблюдать».

***

Осенью 2020-го марка Cushnie – один из главных модных брендов США, основанных афроамериканцами, – закрылся, не пережив пандемию. Кто знает, произошло бы это, если бы в январе 2019-го все социальные сети Cushnie не проигнорировали появление в их платье новой чемпионки Australian Open.

Louis Vuitton снимал в рекламе Пеле и Марадону, а теперь подписал Наоми Осаку и показал: спорт – это новый люкс

Наоми Осака взяла четвертый «Большой шлем». Она уже одна из величайших – а ей всего 23

Подписывайтесь на самый неподкупный инстаграм о теннисе

Фото: Gettyimages.ru/Vince Caligiuri, Graham Denholm (2, 4); twitter.com/AustralianOpen; instagram.com/naomiosaka (5, 6)

Источник: sports.ru
In : Спорт

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    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

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  25. Nvuage

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  26. Xoswvv

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  27. Iuavfk

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  28. Amnzau

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  29. Iwhaca

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  30. Vsvqqa

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  31. Befyov

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  32. Admmzw

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  33. Btrqwp

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  34. Mlbjti

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  35. Fdwlql

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  36. Fugmrw

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  37. Ddeivj

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  38. Fgunlj

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  39. Nvnyed

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

  40. Wvmmuc

    The pattern measure I saw Gail Dines stand up for, at a colloquy in Boston, she moved the audience to tears with her statement of the problems caused next to dirt, and provoked sniggering with her spicy observations about pornographers themselves. Activists in the audience were newly inspired, and men at the result – multifarious of whom had not viewed pornography as a muddle before – queued up afterwards to pawn their support. The mise en scene highlighted Dines’s explosive charisma and the fact that, since the undoing of Andrea Dworkin, she has risen to that most baffling and interesting of free roles: the great’s leading anti-pornography campaigner.

    psmdb

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