Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Nike Suspends Ties With Sharapova After She Fails Drug Test

Nike Inc. has suspended ties with Maria Sharapova after she failed a drug test at the Australian Open.
Maria Sharapova | Source: Shutterstock
By
  • Bloomberg

BEAVERTON, United States — Nike Inc., the world's largest sporting-goods maker, has suspended ties with Maria Sharapova after she failed a drug test at the Australian Open.

One of the best female tennis players of her generation, Sharapova said at a news conference Monday that she had been taking meldonium for health reasons for a decade and had not noticed when it was banned by the World Anti-Doping Agency as of Jan. 1. Failing the test could cost the tennis player a spot at the Rio 2016 Olympics and the $298,000 she won in January at the Australian Open.

"We are saddened and surprised by the news about Maria Sharapova,” said Kejuan Wilkins, a spokesman for Nike. “We have decided to suspend our relationship with Maria while the investigation continues. We will continue to monitor the situation.” The Beaverton, Oregon-based company introduced the Maria Sharapova collection in 2010, according to its website.

The drug, which is made by pharmaceutical company Grindeks AS, is used to treat heart conditions and brain circulation disorders in Latvia and Russia. (It is not approved for use in the U.S.) But the company also says on its website that meldonium "improves physical capacity and mental function ... in healthy people." A handful of athletes, including a Russian cyclist and six Georgian wrestlers, have tested positive for the drug this year.

ADVERTISEMENT

The 28-year-old Sharapova, who has been battling injuries this season, won about $298,000 at the 2016 Australian Open, where she lost in the quarterfinals to Serena Williams. According to International Tennis Federation Rules, a positive drug test at the event "automatically leads to disqualification of the results obtained by the player ... including forfeiture of any medals, titles, ranking points, and prize money."

She has been provisionally suspended by the global tennis body effective March 12, a ban that could jeopardize her spot at the 2016 Rio Olympics. She won a silver medal for Russia at the 2012 Olympics in London.

When Sharapova announced the press conference on short notice, many speculated that she might announce her retirement. Ranked No. 7 by the Women’s Tennis Association, Sharapova earned $29.7 million in 2015, making her the most highly paid female athlete in the world, according to Forbes (and No. 26 overall, just ahead of Arizona Cardinals quarterback Carson Palmer). But just 23 percent of her prize money came from tennis winnings — the other $23 million was earned from endorsements from companies including Avon Products Inc., Nike Inc., Tag Heuer International SA, and Evian.

Paul Swangard, former head of the Warsaw Sports Marketing Center at the University of Oregon, said Sharapova’s endorsements probably won’t suffer. "She has too much goodwill and marketing appeal to face the same fate as athletes in sports like track and field and cycling," Swangard said. "No one cheered for her because she had the fastest serve."

By Tariq Panja, with assistance from Scott Soshnick and Matt Townsend; editors: Janet Paskin and Stephanie Wong.

In This Article

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Marketing
How new technologies and cultural shifts are rewiring fashion communications.

KidSuper’s Big Ambitions for His Funny Business

The designer — whose bright, arty clothes earned him a place in the 2021 LVMH Prize Finals, and a guest designer post for Louis Vuitton — curated a set at the Netflix Is a Joke Festival this weekend, the latest example of his creative approach to building brand awareness.


Why the Public Is So Fascinated With Publicists

Practitioners of this historically behind-the-scenes profession are building powerful followings, riding a wave of interest in how the fashion sausage is made. But even the highest-profile PRs caution that the client still has to comes first.


Case Study | How to Create Cultural Moments on Any Budget

When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
The State of Fashion 2024
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.
The State of Fashion 2024