who do athletes really work for

Michael Jordan and Roger Federer have teamed up with Nike to launch a new tennis shoe, which drew inspiration from the 1988 classic Air Jordan 3. Two titans of sport, bolstered by one of the biggest brands in the world is the recipe for world domination. Open, which surely by coincidence kicked off last night for Federer. With Jordan courtside, Federer cruised through his first opponent of the tournament, while wearing his new shoe, the Nike Zoom Vapor 9 Tour AJ3. Flawless brand victory.

Meanwhile, in a basketball part of the world, Kevin Durant is negotiating a $250 million contract with Under Armour UA Charged Phenom 2 Men Grey Black Blue Ireland Online Armour. Should Durant agree to the deal, it would triple what hecurrently earns from from Nike in terms of the base salary and rank No. 1 ahead of LeBron James, Kobe Bryant and Derrick Rose.

Athletes are competing in a time whenthey are associated with the brands they endorse as much as the teams they play for. If Durant partners with Under Armour,perhaps there will be an even greater shift in these relationships.

It begs the question: Areathletes playing for their teams or their brands?

Consider that Durant currently makes approximately$18 million per year on his five year deal with the Oklahoma City Thunder, in contrast to the potential $25 million each year he earn with Under Armour.

The NBA has reached a point where its salary cap ultimately prevents superstars from earning their full potential. Would a team be willing to pay Kevin Durant $50 million a year to play for them? Absolutely. They based in Washington.

Brands like Under Armour, Nike, Under Armour UA Charged Phenom 2 Men Grey Black Blue Ireland Online and Adidas Superstar Unisex White Red Gold Logo Ireland Online don answer to a salary cap. They can pay their endorsers whatever they choose, thus giving them more power. What stopping Under Armour, which is based in Baltimore, Md., and founded by a University of Maryland graduate, from paying Durant or any other athlete an extra $5, $10, or $25 million to play for the Washington Wizards, or the Baltimore Orioles or Ravens?

It would work for high profile players and sixth men alike. Nike decides it would prefer Cristiano Ronaldo play for a Nike sponsored club, so they pay more and send him to Manchester City. Adidas Superstar Unisex Black White Gold Logo Sale Ireland thinks Robert Griffin III isn getting the respect he deserves in Washington, here an extra $20 million to play fortheBrowns and bury that Nike sponsored hack Johnny Manziel.