New Balance now has seven NBA endorsers that are “forming a curated collective” that “rotates between four different performance models the brand offers in basketball,” according to Aaron Dodson of ANDSCAPE. The sports footwear and apparel brand’s current line of NBAers includes Cavaliers G Darius Garland, Kings G Zach LaVine, 76ers G Tyrese Maxey, Pelicans G Dejounte Murray, Nuggets G Jamal Murray, Pacers G/F Aaron Nesmith and Clippers F Kawhi Leonard. Dodson wrote the construction of New Balance’s basketball strategy “begins with a universal pitch” that can be “summed up in one word -- ‘family’ -- which arises unprompted amongst executives and players who’ve teamed up to help sell the brand’s hoops dream.” He wrote the family culture at New Balance “seems to hit differently” and “more authentically.” Dodson noted hoopers “have skipped college, turned down signature shoe deals” and “even left the behemoth brands of Nike, Jordan and Adidas -- all to take a chance on the building a family with New Balance.” It has “been a long time coming” for New Balance Hoops since re-emerging in 2018. Yet, its presence in basketball is “no longer a question” (ANDSCAPE, 2/19).
New Balance lines up NBA collective rotating four basketball shoe models
