Kicks Inc.: Confidential Information for Sebastian Martinez (Athlete)

9 Pages Posted: 2 Jun 2017

See all articles by Sherwood C. Frey

Sherwood C. Frey

University of Virginia - Darden School of Business

Lucien L. Bass

University of Virginia

L. Summers Nelson

University of Virginia - Darden School of Business

Abstract

Kicks Inc., a manufacturer and distributor of athletic apparel and shoes, had plans to launch a new tennis shoe line within the year and was seeking an up-and-coming young athlete to be its spokesperson. Sebastian Martinez had emerged as an ideal candidate, and contract discussions were underway. Six issues need to be resolved to the satisfaction of the six parties involved—the athlete, the athlete's mother, the athlete's father, the athlete's agent, the Kicks brand manager, and an International Tennis Federation representative. This case provides specific role information for the athlete. The case needs to be accompanied by the background information case, UVA-QA-0739.

Excerpt

UVA-QA-0745

Rev. Dec. 2, 2010

Confidential Information for Sebastian Martinez (Athlete)

Sebastian Martinez grew up in Argentina and began playing tennis as soon as he could walk, when his father, Luis, put a racket in his hands and introduced him to the sport. Insisting he showed promise at a young age, Martinez's parents devoted his entire childhood to tennis lessons, match play, and tournaments across the country. In truth, he didn't have a choice: He would be a tennis great, whether he wanted to or not. At eight years old, Martinez began playing tournaments in the 12-and-under category, beating kids twice his height, having benefited from the fundamentals ingrained in him. Martinez was also quick and light on his feet, which served him well once he reached the 14-and-under category; he made up in speed what he lacked in strength as he grew older.

Tennis was all Martinez knew. His closest friends were also his toughest opponents on the court, making it difficult to have real friendships. While traveling to find the best competition, Martinez and his mother, Adriana, became very close and reliant on one another. Adriana was more than just his cheerleader and homeschool teacher; she was also his confidant. Martinez's father pushed him hard as a young boy, intending for him to reach perfection. That perfectionism had fueled in him an undying work ethic as he strived to meet his father's expectations.

At 14 years old, the Argentine Tennis Association (AAT) decided to make Martinez a priority athlete and sponsored his move to the United States in pursuit of better coaching and training. Martinez's mother was American, so Martinez's dual citizenship allowed him to attend the Saddlebrook academy without difficulty. Because of Martinez's abilities, he received the same personalized attention in Florida he had received at home with his parents. The coaches took a special interest in Martinez, providing him with world-class instruction and competition to develop him into an athlete capable of being successful at the professional level.

. . .

Keywords: negotiating multi-party multiparty negotiations

Suggested Citation

Frey, Sherwood C. and Bass, Lucien L. and Nelson, L. Summers, Kicks Inc.: Confidential Information for Sebastian Martinez (Athlete). Darden Case No. UVA-QA-0745. Available at SSRN: https://ssrn.com/abstract=2975120

Sherwood C. Frey (Contact Author)

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

HOME PAGE: http://www.darden.virginia.edu/faculty/frey.htm

Lucien L. Bass

University of Virginia ( email )

1400 University Ave
Charlottesville, VA 22903
United States

L. Summers Nelson

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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