Kevin Durant profile, Bleacher Report
In this article for national sports website Bleacher Report, Clarity’s Jeffrey Martin drew on his decades of experience as a sports journalist — and his personal sneakerhead tendencies — to do a deep dive into the competition between Under Armour and Nike to sign Kevin Durant as a brand ambassador.
For the 2,000-word piece, Jeff interviewed a dozen sources and uncovered market research to explain the basketball star’s appeal to a coveted demographic. Durant ended up staying with NIke, but Jeff used Under Armour’s high-stakes courtship and Nike’s ensuing reaction to craft a narrative that underscored Durant’s role as game-changer among the ranks of sport’s most marketable stars. The story earned 9,700 Facebook likes and sparked a lively discussion among NBA fans.