Sonny Vaccaro grew up around basketball. His experience with the game eventually led him into coaching. However, when he was denied the coaching job at his own high school, he gave up coaching and moved west.
Vaccaro went on to be involved in the shoe industry, and is best known for signing Michael Jordan to his deal with Nike. Last week, Sonny Vaccaro visited the Darla Moore School of Business to speak to sports and entertainment management students about fighting for athletes' rights.
In 1977, Vaccaro was hired as a consultant for Nike. In a short time, he took the company to new heights by moving into the basketball scene, and he became a household name in the world of sports marketing.
Throughout his time as an executive, Vaccaro was considered a visionary. He was the first to suggest that companies endorse players, coaches and even teams. While still with Nike, Vaccaro signed the first all-school deal with the Miami Hurricanes.
“The University of Miami was owned by Nike,” Vaccaro said. “There were swooshes everywhere.”
Vaccaro quickly pointed out that without that deal, Under Armour would not sponsor the Gamecocks.
The 75-year-old now tours the country and uses his influence to advocate for the rights of athletes. He says that he’s always felt that the NCAA takes advantage of its athletes, but he’s never been in the position to act.
“That’s why I quit,” Vaccaro said in reference to his resignation from Reebok in 2007. “I had to give up something first.”
Then Vaccaro quickly put the students in the center of the conversation.
“I’m looking for you to graduate, go get a job and fight this cause,” said Vaccaro.
Since his resignation in 2007, Vaccaro has sought to lead by example, selling his $2 million house and instead moving to a 1,600 square foot rental home. When Ed O’Bannon, a former participant at Vaccaro’s ABCD basketball camp, complained that the NCAA was making money off of his image well after he had graduated, he teamed up with Vaccaro to sue the NCAA.
The case soon became one of the highest profile court cases in the sports world. In August of 2014, a federal judge ruled in O’Bannon’s favor.
While the case is currently in an appeals court, Vaccaro celebrates the victory.
Vaccaro said that his mission is to help students reach their full potential and change the world. He does not talk to collegiate athletes anymore. Instead, Vaccaro talks to business, law and journalism students on his tours.
“I think the most important part of anything I’ve done in my life is have the faith and belief that I can do it,” Vaccaro said. “In order to get where you want to go, you have to pay a price, and that price is you. I’m a firm believer in individual ability — too many times we allow others to get rid of us.”
ESPN’s 30-for-30 will run a documentary on Vaccaro’s life in the shoe industry and beyond on April 16. Sonny Vaccaro is a polarizing figure in the world of sport.
Love him or hate him, his goal will not change.