Nike Inc.’s Jordan Brand has signed many athletes to signature sneaker deals. These are the highest-tier arrangements, with players getting a shoe and apparel with their own logo. Some are basketball legends: Kobe Bryant, Kevin Durant, LeBron James. More recently, though, some are elite talents whose careers haven’t reached the same heights. Ja Morant has had trouble off the court—the NBA suspended him for displaying firearms on social media. Zion Williamson has dealt with injuries, Devin Booker has played well for an inconsistent team, and Luka Dončić and Jayson Tatum had forgettable NBA Finals appearances.
Illustration: Alex Gamsu Jenkins for Bloomberg Businessweek
This isn’t to say Nike is in trouble. The company has successful signature lines with James and Durant, and a deal with Vanessa Bryant lets Nike release her late husband’s line. Still, the hottest sneaker this year is from Adidas AG—the AE1, the signature shoe of Minnesota Timberwolves star Anthony Edwards. The “Ant-Man,” a charismatic trash-talker who’s known for nasty dunks as well as draining 3-pointers, has starred in goofy ads for the sneakers. In May, Foot Locker Inc. said it was the retailer’s fastest-growing signature franchise. Other brands have had their moments too. The Oklahoma City Thunder’s Shai Gilgeous-Alexander, the reigning MVP, wore Converse during the NBA Finals. The next biggest name on the court was Tyrese Haliburton, who has a shoe with Puma SE.
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