NEW YORK — Kyler Murray beat one of the best marketing departments in the world to the punch.
Last November, in the thick of his Heisman Trophy-winning season at the University of Oklahoma, the 21-year-old phenom quarterback posted a photo on his social media accounts so recognizable that it didn’t need a caption. Murray re-created Bo Jackson’s iconic 1989 Nike ad down to every detail — the marbled backdrop, flexed muscles, shoulder pads and a wooden baseball bat propped up on strong shoulders.
In a creative way, Murray illustrated the undeniable connection between him and Jackson, two generational dual-sport athletes. Jackson is the only player in history to be named an All-Star in football and baseball, having played in both the NFL and Major League Baseball from 1986 to 1994 (three years before Murray was born). Yet, unlike Jackson, who became the face of Nike’s cross-training division in the late 1980s surrounding the launch of the brand’s timeless “Just Do It” campaign, Murray decided to focus on one sport. “The young man from Oklahoma,” Jackson said in January, “should just go with his heart.”
He ultimately chose football despite being selected as an outfielder by the Oakland Athletics with the No. 9 overall pick in the 2018 MLB draft. Murray agreed to a contract with the club that included a reported $4.66 million signing bonus and permission to play football at Oklahoma for one more year. During the 2018 college football season, he started at quarterback in all 14 games for the Sooners, hoisted the Heisman after throwing for 4,361 yards and 42 touchdowns and leading the team to the College Football Playoff. A month after declaring for the NFL draft, Murray took to Twitter to announce that he’d be “fully committing” his life and time to being a pro quarterback.
On the eve of the draft, before the Arizona Cardinals selected Murray with the top pick, Nike made it official, signing the dual-threat quarterback from Bedford, Texas, along with 26 players (and counting) as part of the brand’s 2019 class of NFL rookies. At Oklahoma, Murray wore Nike on both the baseball diamond and gridiron, before the school’s football program switched to Jordan Brand uniforms last year. In celebration of the new partnership, Murray rocked a Great Gatsby-themed 1-of-1 pair of Air Jordan 1 lows onstage at the draft, featuring “Nike K1″ on the tongues of each shoe.
“We admire the energy and commitment that Kyler Murray brings to the game on and off the field, and we’re excited to welcome him and the entire rookie class to the Nike family,” a brand spokesperson told The Undefeated. “We feel strongly that their dedication to the game will continue to inspire the next generation of athletes.”
Kyler Murray’s custom Air Jordan 1 Low for tonight’s draft. The green light post is a symbol of his dreams and what he hopes to accomplish in his career. pic.twitter.com/RdnkM4nbvp
— Darren Rovell (@darrenrovell) April 25, 2019
Roughly 40 percent of the players in the NFL are endorsed by the multibillion-dollar sportswear company. And now Nike might just have its next superstar athlete in Murray. Within several hours after the announcement that he’d been signed, Murray appeared in his first Nike commercial — a one-minute spot depicting his journey from playing three sports as a kid to reaching the NFL.
“I think he’ll understand once he gets an opportunity to be on Nike’s campus, all the things that will be afforded to him,” free agent and five-time Pro Bowl defensive tackle Ndamukong Suh told The Undefeated at Nike’s New York headquarters ahead of the draft. “The most important thing I would tell him is, ‘Just go out there and focus on your task at hand with being a professional, and everything else will fall in line for you.’ ”
Suh’s evaluation of the young, highly touted quarterback? “He’s definitely elusive and very athletic,” Suh said. “I haven’t had a chance to truly watch him play. Maybe this year I’ll have an opportunity to hit him.”
Just the beginning… @usnikefootball pic.twitter.com/kyFyOl3ESZ
— Kyler Murray (@TheKylerMurray) April 24, 2019
Detroit Lions cornerback Darius Slay, another Nike athlete, has watched Murray quite a bit. And the two-time Pro Bowler and 2017 first-team All-Pro selection is already impressed.
“I think he’s gonna be a killer in this league,” Slay told The Undefeated. “I can just see his competitiveness — how he operates, how he carries himself … He’s a baseball guy, so you know he got a strong arm. And the thing about baseball players is they got great vision. To see that little ball, hit that little ball and catch that little ball at a fast pace. How this game is … I think it’s made for him.”
The 5-foot-10, 207-pound Murray reminds Slay of two veteran NFL quarterbacks. “He’s a more athletic Drew Brees,” Slay said, “and you can see him as the next Russell Wilson.”
Wilson — who just became the highest-paid player in the NFL after signing a four-year, $140 million contract extension with the Seattle Seahawks — is also endorsed by Nike. He and Cleveland Browns wide receiver Odell Beckham Jr. are the only Nike athletes in the NFL to have their own cleats and signature lifestyle shoes. In 2017, after Beckham Jr. signed the richest NFL shoe deal in history, Nike delivered the Special Field Air Force-1 Mid “OBJ.” He also recently teased another signature sneaker that’s on the way. And on the red carpet at the 2018 ESPYS, the Seahawks star debuted his Nike Dangeruss Wilson 1. Maybe Murray will eventually join Beckham and Wilson and get the Nike signature treatment.
“He’s gonna have his own shoe,” Slay said, “sooner or later.”
Until then, the ads will keep coming — only now he has a brand behind him to do them. The marketing possibilities surrounding Murray already seem fruitful, especially if he lives up to the dream he shared in his debut Nike commercial.
“Honestly,” Murray said. “I want to be the best that ever played the game.”