Viral DeAndre Hopkins catch nets Jordan brand $5.7 million in media exposure

Jesse Pantuosco
November 17, 2020 - 4:03 pm

DeAndre Hopkins’ catch heard ‘round the world didn’t just save the Cardinals from certain defeat. It sent Jordan stock through the roof. Air Jordan, a division of Nike established for hoops legend Michael Jordan in 1984, received $5.7 million in media exposure from Nuk’s viral moment, according to Apex Marketing. As noted by Randall Williams of Sportico, that figure is even higher than the exposure Nike saw from Odell Beckham’s iconic fingertip catch against Dallas in 2014.

For Adidas, watching Hopkins sky over Bills defenders Micah Hyde and Jordan Poyer for Sunday’s game-winner must have been the branding equivalent of scrolling through Instagram to see your ex got engaged. The star receiver had been an Adidas athlete (he inked a multi-year deal with the company in 2016), but bolted for Jordan earlier this year. Though basketball has always been its bread and butter, Jordan products have become increasingly popular among NFLers in recent years, claiming many of the sport’s biggest names including Hopkins, Davante Adams, Jamal Adams, Jimmy Garoppolo, Stephon Gilmore, Cameron Jordan, Tyrann “Honey Badger” Mathieu, Michael Thomas and Bobby Wagner.

It was anyone’s guess who would come down with the ball after Kyler Murray launched his desperate Hail Mary attempt into orbit during Sunday’s thrilling climax. However, judging by his remarks after the game, Hopkins never had any doubt.

Apparently neither did Kyler, who expressed in his post-game chat with Bills tackle Cody Ford (his former teammate at Oklahoma) that even when Arizona trailed late, he still thought his Cardinals would pull it out. “I just never felt like we were gonna’ lose,” said the reigning Rookie of the Year despite Ford’s insistence the Cards were “supposed to lose.”

Arizona won’t have much time to catch its breath with a trip to Seattle on the docket Thursday night. The Cards downed the Seahawks in overtime when the NFC West combatants met earlier this year.

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