• Loading stock data...
Monday, June 24, 2024

Shot Callers: Eric Mastalir of Nike

(Sports Tech Tokyo is a proud partner of Front Office Sports)

Sports brands face a unique challenge in an increasingly technological world. Just because people love their phones and computers, however, doesn’t mean they can’t still fall in love with sport and physical fitness in today’s landscape.

Eric Mastalir is the Senior Director of Global Strategic Alliances at Nike. Mastalir spoke with Front Office Sports at Sports Tech Tokyo about reaching younger demographics, embracing new platforms and strategies, and how personalization helps further Nike’s mission of getting people moving.

Edited highlights appear below:

On how to market to a generation that doesn’t play outside (0:51)

Mastalir: “As we try to tackle movement and getting kids more physically active, we see esports and gaming as a legitimate athletic pursuit. The way that we encourage movement is actually outside of games, so our recent announcement around our League of Legends partnership in China allows us to actually track movement outside of your gaming environment and reward that with gaming skins and emotes. We have to rights to sell physical and digital products throughout their platform. We can’t say that it’s illegitimate anymore. Gaming is massively popular so we want to insert ourselves into that in a natural way.”

SEE MORE: Shot Callers: Charlie Greenwood, Founder of Triple Scout

On “gamifying” and augmented reality being a part of Nike’s strategy moving forward (1:38)

Mastalir: “There’s no denying that we’ve got to be in the place where our customers are and meet them. So I think AR is important. Most importantly I think we’re just trying to figure out solves for issues that affect people daily. How do we use our relationship with Apple to affect someone’s life? How do we encourage them to keep track of what they eat, when they sleep, things around mindfulness and nutrition and recovery are important to us.”

What’s the next frontier that Nike wants to tackle? (5:14)

Mastalir: “It really is just trying to think about best in class services. Nike can’t be everything to everyone, so we know there are third-party partnerships, which I run for us. So anything that’s not Nike related, we’re trying to go out and work with Head Space, for instance, and give you meditation content that actually improves your life. There are partners like that that we want to bring to our platform to help people be the best that they can be.”

SEE MORE: Shot Callers: Unmish Parthasarathi, Founder of Picture Board

What made him want to join Nike and work in his current role? (5:44)

Mastalir: “I came to Nike because of a few things. I believe in our mission. I believe in making people more active, making sport a daily habit, and trying to get people moving more. So I combine that with my love of the brand and my history with the brand. Now when I’m running strategic alliances for us, I just see it as an on road to getting people more active with Nike, with our services, with our products. Essentially falling in love with sport again.”

Copy Link
Link Copied
Link Copied

What to Read

IOC Proposes Holding Separate Olympics for Esports

The organization’s executive board has proposed a separate Olympics for online gaming.
Jan 13, 2021; Washington, DC, USA; The U.S. Capitol Building is seen on Jan. 13, 2021, one week after it was stormed by a pro-Trump mob while a joint session of Congress was certifying the 2020 election victory of President Elect Joe Biden.

House Committee Sends Bill Banning College Athlete Employment to House Floor

The bill has gone further than any other athlete compensation legislation.
May 10, 2024; Lake Forest, IL, USA; Chicago Bears quarterback Caleb Williams during a press conference before Chicago Bears rookie minicamp at Halas Hall.

Caleb Williams Launches Investment Firm Before Signing a Bears Contract

Williams announced 888 Midas for private equity, VC, and real estate deals.
podcast thumbnail mobile
Front Office Sports Today

Clock is Ticking to Restart Coyotes’ Franchise


Featured Today

Jan 3, 2022; Pittsburgh, Pennsylvania, USA; General view of the NFL shield logo signage before the Pittsburgh Steelers host the Cleveland Browns at Heinz Field.

Odds Stacked Against NFL in Multibillion-Dollar Sunday Ticket Trial

Why the class action trial does not look promising for the league.
Jan 7, 2024; San Francisco, California, USA; Toronto Raptors forward Jontay Porter (11) takes a three-point shot against the Golden State Warriors during the second half at Chase Center.
June 9, 2024

‘Bound to Happen’: The Age of the Sports Betting Scandal Has Arrived

A banishment, betting scheme, and guilty plea all in one scandal-filled span.
June 8, 2024

‘Experimental in Nature’: The Rapid, Confounding Rise of Streaming Bundles

Here’s why confusion continues to outweigh solutions in the streaming package boom.
June 2, 2024

The Nostalgia Market: Michael Jordan’s Memorabilia Remains Coveted, With Caveats

Due to scarcity, and sometimes, items’ undisclosed whereabouts, this world has limitations.

Fundamentals: Andrea Williams (Women In Sports)

Welcome to the latest episode of Fundamentals, a Front Office Sports interview…
November 17, 2020

Fundamentals: Women In Esports

On this episode of Fundamentals, three guests join the show to discuss the opportunities for women in the gaming industry, as well as the challenges they face.
February 24, 2021

Fundamentals: Women in Sports

Welcome to the latest episode of Fundamentals, a Front Office Sports interview…

How HOKA is Reimagining the NIL Relationship

HOKA, the renowned athletic footwear and apparel brand, is betting on a new reality with NIL.
September 22, 2020

Fundamentals: USTA CEO Michael Dowse

Dowse, the CEO and executive director of the national governing body for tennis, discussed the unique challenges of a fan-less US Open and growing the sport in the U.S.
July 28, 2020

Fundamentals: RISE CEO Diahann Billings-Burford

Diahann Billings-Burford is the CEO of RISE, a national nonprofit whose mission is to use sports as a means of eliminating racial discrimination and acting as a vehicle for social justice and societal equality.
July 24, 2020

Fundamentals: MLL Commissioner Sandy Brown

Sandy Brown — commissioner of Major League Lacrosse — discusses the logistics and realities of the league’s return to play with a single-location tournament format, along with the growth of the sport as a whole.
July 17, 2020

Fundamentals: Evil Geniuses CEO Nicole LaPointe Jameson

Nicole LaPointe Jameson, CEO of professional esports team Evil Geniuses, discusses the state of esports and what is next for the organization.