Deshaun Watson # 4 of the Houston Texans leads the ball while Justin Houston # 50 of the Indianapolis Colts attempts the attack during the game at Lucas Oil Stadium on December 20, 2020 in Indianapolis, Indiana.
Michael Hickey | Getty Images
Nike has suspended approval for Houston Texans quarterback Deshaun Watson, the company told CNBC on Wednesday.
“We are deeply concerned about the disturbing allegations and have suspended Deshaun Watson. We will continue to monitor the situation closely,” Nike said in a statement.
The first woman to accuse Watson of sexual misconduct while receiving private massages spoke publicly on Tuesday. Ashley Solis said she was suffering from “panic attacks, anxiety and depression” due to Watson’s alleged sexual assault in March 2020. She demanded that Watson be held accountable for his alleged behavior.
Watson and attorney Rusty Hardin have denied the allegations, saying the allegations stem from a blackmail attempt. The defender of the National Football League was accused of sexual offenses in the lawsuits filed by 22 women, all represented by lawyer Tony Buzbee.
The Houston Police Department wrote on Twitter that it has opened a criminal investigation after a complaint was filed against Watson.
With Watson’s problems off the field, his other supporters, such as the Apple Beats by Dre brand, may soon need to respond.
“Brands is in a difficult situation right now,” said Scott Rosner, academic director of the sports management program at Columbia University. “Clearly there will be public pressure, as is usually the case in these types of cases, to formally dissociate from the athlete. And some will do so. Others will make a statement expressing concern, but reiterates its faith in the legal process “.
A Beats by Dre representative did not immediately return a request for comment.
Will race play a factor?
Rosner, an expert in brand strategy, agreed with comparisons of Watson’s problems with former NFL star Michael Vick and Pittsburgh Steelers Ben Roethlisberger.
Those top NFL defenders were on top, but they were hurt by legal issues off the field. The brands reacted differently.
In Vick’s case, he pleaded guilty to fighting the dogs and the roundabouts gave him up. But Roethlisberger was twice charged with sexual misconduct in 2009 and 2010. He was never charged in any case and agreed with the victim who accused him of rape.
Pittsburgh Steelers defender Ben Roethlisberger # 7 passes the ball in the first quarter of the game against the Indianapolis Colts at Heinz Field on December 27, 2020 in Pittsburgh, Pennsylvania.
Joe Sargent | Getty Images
But brands, including Nike, remained with Roethlisberger despite the allegations. Roethlisberger has been suspended for four games for violating the NFL’s personal conduct policy, which Watson could face even if he avoids criminal charges.
“It’s an appropriate and correct question to ask,” Rosner said of the race, which plays a factor in determining Watson’s brand situation. Roethlisberger is white and Watson is black.
“It is difficult to know the impact of the race in this particular case or in the case of Roethlisberger,” Rosner added. “But in general, I think we can say that race is usually a factor whether it is considered consciously or unconsciously. There is an obvious difference between the two cases. We will see if it will lead to a different treatment.”
Is marketability deteriorating?
Watson, 25, is scheduled to earn $ 10 million for next season. He signed a four-year extension worth $ 156 million ($ 73 million guaranteed) starting in 2022, raising his salary to $ 35 million that season. He is represented by the Athletes First agency.
But whether he will be in Houston is the question. Watson asked to be traded before his legal problems began. Rosner said brands should also take this into account.
Like Roethlisberger, if Watson overdoes bad publicity and is traded to a larger, more attractive market club, moving away brands could open the door to competition.
“The difficulty of giving up – you get points immediately in the court of public opinion, but if the statements are proven to be untrue or if they are not justified, then it is likely that a competitor will move and sign the athlete for a deal you have finished. So there’s a risk in that, “Rosner said.
But Watson’s marketing was successful. And in a social media environment, Rosner said brands that want to keep endorsements with Watson should be concerned about moving forward.
“As a brand, I would have some fears about continuing the relationship,” Rosner said. “But at least suspend any relationship and come up with a strong comment – to say the least.”
Correction: This story has been updated to reflect the fact that Solis claimed that Watson’s sexual assault occurred in March 2020.