OM was a test case for Nike in terms of determining whether a 13 year old girl can be a lucrative brand ambassador, not because it believed she is destined for greatness. The ridiculous era of the social media brand ambassador is still relatively new and there are often surprises about what does and doesn’t work. It’s not like the parents of a kid that good have ever knocked on Nike’s door willing to throw away a free ride from the likes of UNC for a few shekels before, so why not try out a 13 year old girl since the price is right and see what happens?
Looking at this from the outside, OM doesn’t work. The aggressive social media campaign seems to have tapered off, and neither she nor Nike seem particularly motivated to move Nike product through her at this point. The group you’d think would be Nike’s target, elite girls soccer players, mostly roll their eyes when she’s mentioned instead of running out to buy cleats. And those outside the world of elite girls soccer have no idea who she is or why she’s in a Nike ad, and couldn’t care less. You could throw any 13 year old girl into a Nike ad and the only people who recognize her are people who don’t seem to be drawn to Nike because of her.
Maybe Nike looked at signing her as an investment in the future in case she someday becomes a star, but I doubt it. If there is one thing Nike has perfected, it’s determining potential. Yes, she seems to be incredibly motivated to be the best soccer player she can be and is technically remarkable for her age. However, undeniable fact is that her ceiling is capped by her relatively limited athletic ability, and Nike certainly knew that at the time. There is no amount of technical ability that makes up for the deficit in pure speed and quickness. Regardless, there’s only room in the U.S. for three WNT midfielders per generation who can conceivably sell product in any quantity. The odds that any 13 year old kid will become one of them is only slightly better than the odds that you will see a dinosaur. There’s no way Nike spent $100k or more on a 13 year old when recent federal lawsuits have shown us that $25k (plus the 5 cent paper bag the cash comes in) is the going rate for an 18 year old male HS basketball star.