Shine exits Adidas Reebok to work for American Idol creator

Tom Shine, a long-time Indianapolis sports marketing icon, in December quietly left Adidas Reebok, where he has been senior vice president for 11 years.

Shine was one of the most senior marketers at Adidas Reebok and a well-known name in Indianapolis’ sports marketing circles.

Shine’s roots trace all the way back to the days of Logo Athletic, the now defunct licensed sports apparel firm he founded on Indianapolis’ east side in 1968.

But Shine isn’t retiring. Instead, he’s going to work as a senior executive for Los Angeles-based XIX Entertainment, which is best known for its stake in the “American Idol” television show and other global Idol properties.

Shine, who will continue to work out of Indianapolis, will report directly to Idol creator Simon Fuller.

XIX represents a lengthy list of international entertainment and sports stars, and sources familiar with the company said Shine has been enlisted to help market those personalities.

“The [entertainment and athlete] talent we have under contract is huge,” Shine told Sports Business Journal. “The idea is to build them as brands, and bring some of the ones with marketing savvy from entertainment to sports, along with combining those disciplines.”

The company’s clients include soccer player David Beckham and his model wife, Victoria Beckham; tennis star Andy Murray; Formula One driver Lewis Hamilton; and singers and entertainers Steven Tyler, Carrie Underwood, David Cook, The Spice Girls, Aloe Black, Lisa Marie Presley, Roland Moure, Geri Hallowell and Annie Lennox, to name a few.

XIX provides artist services that include management, TV and music production, social media engagement, public relations, entertainment marketing and legal and accounting services.