Can Nike Buy its Way to the Final Four?

In the big business of college basketball, one question is paramount: Will Nike blow it again?

Last year’s NCAA tournament saw Adidas maneuver through the bracket to have its gear on the backs of Louisville’s championship team, while Nike’s hometown Oregon Ducks got washed out in the Final Four. This time around, however, the odds are heavily stacked in Nike’s favor. Of the tournament’s 68 teams, 45 will be wearing its sneaker and uniforms, including all four of the No. 1 seeds. And in the off-season, the apparel company sweetened its deal for Wichita State, a team that lost in the Final Four last year and hasn’t dropped a game since. Read more…

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