Obama's Sportswear 'Endorsements' Worth Millions

The latest high-profile sportswear-endorser doesn’t charge brands like Nike and North Face a thing to be seen wearing their logos, but his fashion choices may be worth millions, the Times of London reports. Barack Obama’s love of the gym and the basketball court is famous, and companies are happy to cash in on the regular photographs of the president-elect sporting his favorite name-brand gear.

“Barack Obama is said to pick only the best and brightest for his team and he’s certainly done that with his footwear,” an ASICS rep says of the Democrat’s recent sneaker choice. But while this sort of branding can mean millions for companies, “they’re not paying anything so it’s slightly out of their control and not necessarily on message,” one marketing expert says. (More President Obama stories.)