“Just Do It” and “Impossible Is Nothing” don’t remain just simple phrases anymore. They represent iconic taglines from rival companies, Nike and Adidas- that have long battled over various athletes. Indiana Fever seems to be their latest battleground with Caitlin Clark and her teammate right at the center.

Clark has stepped up big time in the WNBA after excelling for the Iowa Hawkeyes. She was in a league of her own, as she broke records left right, and center, winning the Rookie of the Year award. To honor her feats and highlight her remarkable season, her brand partner Nike unveiled a new billboard in Indianapolis outside the Fever’s home arena on October 5. “Is there a rookie record for rookie records?” the billboard read.

Clark, who had a NIL deal with Nike during her college days, signed a reported $28 million deal with the brand in April. The deal extends for eight years and includes her own signature shoe. But she isn’t the only Indiana Fever star with a big brand backing her. Aliyah Boston, the 2023 WNBA ROTY, signed a multi-year footwear and apparel endorsement deal with Adidas last year.

Now after seeing how Nike recognized Boston’s teammate, they decided to come up with a response of their own. Just a day after Nike’s billboard for Clark, Adidas unveiled a billboard in the Adidas village in Portland, that features Boston in her Fever jersey, accompanied by the message, “You Got This.” The message is part of Adidas’ latest empowering campaign. On September 25, Boston was featured in a 30-second video from Adidas titled Free Throw With Aliyah Boston, where she is seen telling a young basketball player, “It’s only a shot, just throw it away.”

Last year as well, Boston was part of the brand’s interview format series titled, “Remember the Way.” Apart from her association with Adidas, she has also featured in a commercial for discount retailer TJ Maxx. As it turns out, Clark isn’t the only marketable star on the Indiana Fever roster.

On the court as well, Boston held her own as the spotlight shone brightly on Clark. Boston averaged 14 points and 8.9 rebounds per game, with the highlight being the 30-point effort against the Atlanta Dream on September 8. She also managed consecutive double-doubles in the first round of playoff fixtures, hitting a career-best 19 rebounds in the second game.

Both Aliyah Boston and Caitlin Clark have earned Rookie of the Year honors in their respective draft years, and their partnerships with competing brands reflect the increasing attention on the Indiana Fever as they made their first playoff appearance since 2016. Though both brands have been associated with their athletes for well over a year, they seem eager to capitalize on this heightened visibility of the Indiana Fever — just the right opportunity to strengthen their market presence.

And what better time? The WNBA regular season has seen an increase of 440,000 viewers compared to last year. Caitlin Clark’s playoff debut drew an impressive 1.8 million viewers, even in the face of NFL competition. This season, 24 WNBA events surpassed the one million viewer mark, with Clark featured in the majority of these high-stakes matchups.

With a rookie sensation like Caitlin Clark taking the league by storm, it’s no surprise both brands are eager to get in on the action. But is Nike daring enough to utilize the marketing power of Clark?

Caitlin Clark and the cautious Nike!

Since signing with Nike in 2022, Clark secured a landmark $28 million signature shoe deal after turning pro, reportedly rejecting offers from Under Armour. However, Nike faced backlash for its initial lack of promotional support during her rookie year.

Known to promote their star athlete during her time at Iowa through tribute videos, billboards across the city, and banners depicting their trust in her, Nike fell short of expectations this season when Caitlin made the loudest noise. Her signature shoe collection may not even hit the market until 2026-27. The timeline has raised some eyebrows, pointing out that Nike typically has a history of swiftly launching products for other athletes. One reason behind this delay for Clark is reported to be Nike’s interest in launching WNBA’s 2024 MVP A’ja Wilson’s signature shoe first.

While Clark’s rookie season saw her average 19.2 points, 8.4 assists, and 5.7 rebounds per game, her marketability extends beyond stats. Fan enthusiasm for her brand was evident when her Fever jerseys sold out immediately after the draft, yet her marketing visibility from Nike has been minimal. Moreover, having often seen Clark in Nike Kobe sneakers than ever her own has further only fueled speculation about their commitment to her brand.

As the WNBA off-season unfolds, with the recent billboard, it seems, after all, Nike might pivot its strategy to align with the strong demand for Clark’s presence in the market.