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The loss of Nike’s sponsorship after 16 years should cause major distress for the Honolulu Marathon, should it not?
Apparently, not. Marathon president Jim Barahal isn’t losing what little sleep he’s getting this week over it.
A little background first. Way before the Oregon Ducks’ wardrobe, Tiger’s clubs and even Air Jordans, Nike was all about running shoes. The ugly but utilitarian Waffle Trainer was the Model T of the running boom.
So, there’s a certain element of sentimentality when a big running event and Nike part ways.
And, the sponsorship money was "not insubstantial," Barahal says. "It was into six figures, for sure."
Barahal says it’s just a symptom of the economy, the relationship remains good and it’s possible Nike could return some year. He’s not completely shrugging off the loss, but it doesn’t signal the end of the world, or even the marathon as we know it.
That’s because the big dog remains in place. Japan Airlines — despite bankruptcy — is still the major sponsor. More than 60 percent of the Honolulu Marathon entrants come from Japan, and JAL is who generally gets them here.
The number of total runners is down, but just a little.
"Maybe a thousand less than last year," Barahal says. "Within 5 percent (of last year’s 23,469 entries). So not that bad, considering the economy. And when the people get here, from an economic impact standpoint, it’s good. Spending is up."
Especially by the Japanese. As it did last year, the strength of the yen compared with the dollar means more purchasing power here, which translates into happier holidays for Hawaii businesses.
THERE ALSO IS a plus for the local economy due to Nike’s exit. As helpful as the swoosh can be with money, gear, celebrity appearances (I’ll miss childhood hero Alberto Salazar in particular) and the general power of a ubiquitous brand, it can also suck the air out of a room — even one as big as the hall in the Hawaii Convention Center that hosts the marathon expo.
With its sponsorship, Nike held merchandising rights that in many cases prevented other companies from getting involved. This year’s expo, which starts today, features wares from all kinds of brands previously excluded, local and national.
Watumull’s has returned to do the shirts this year, and has become "the face of the expo," marathon publicist Pat Bigold says.
Says Barahal: "Nike did a great job, but it’s kind of neat to have a local vendor."
ONE LESS big-name sponsor means one less powerful entity to please. Sure, Nike is a loss, but it’s a mixed bag, sort of like the lack of state money to support the event, via the Hawaii Tourism Authority.
Money from the state might mean the state telling the marathon how to use it.
The HTA supports the Pro Bowl and pro golf in Hawaii because without that funding those events might go elsewhere. It’s not like the Honolulu Marathon can threaten to pull up stakes to become the Orlando Marathon.
The marathon has been successful and self-sufficient all these years because it did what the University of Hawaii athletic department is trying to do: It found a revenue stream in Japan.
Barahal says "losing Nike in an uncertain economy" got him a little nervous when it happened in February, especially since it caused a raise in the entry fee.
But revenue is about the same as last year, and the elite field is strong since the non-return of two-time champion Patrick Ivuti freed up some appearance money (and there’s a special surprise coming for those who follow the sport closely).
"It’s like any business, I suppose; things have been tough. I like to think the way we operated in times a little more flush, we were prudent in what we did and prepared ourselves for any contingency," Barahal says. "We have a good reputation. The brand name is strong, especially in Hawaii and Japan. We plan on being around for a while."
But then, Jim Barahal’s always been in it for the long run — and the marathon will continue to thrive, even without the swoosh.
