Helena Frye
The world of basketball and its athletes have long been associated with lucrative shoe deals and signature lines. While it is unclear who the first NBA player to sign a shoe deal was, Stephon Marbury is known for his efforts to make his Starbury sneakers more affordable for his fans, particularly low-income families. In recent years, players like Zion Williamson, Paul George, and Ja Morant have joined the ranks of athletes with signature shoe deals, with brands like Nike, Jordan, Adidas, Under Armour, Puma, and New Balance vying for endorsements. Factors such as marketability, age, and a player's prime years also influence the likelihood of landing a shoe deal.
| Characteristics | Values |
|---|---|
| Average age of incoming rookies | 22 |
| Average age of players signing shoe deals | Under 30 |
| Years in the league when players sign shoe deals | 7-8 |
| Most likely players to receive shoe deals | Point guards |
| Market size of teams with players who received shoe deals | Lower than teams without players who received shoe deals |
| eFG% of players who received shoe deals | Lower than average |
| Player with lower eFG% but received shoe deal | Kobe |
| Player who made shoes more affordable | Stephon Marbury |
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What You'll Learn
Stephon Marbury's affordable Starbury sneakers
While Michael Jordan is known for his lucrative shoe deals, Stephon Marbury, a former NBA star and point guard, is known for his affordable Starbury sneakers. Marbury grew up in poverty in Brooklyn, New York, and couldn't afford the latest Air Jordans, which retailed at $65 at the time.
Marbury founded Starbury Inc. with the goal of releasing highly affordable shoes without sacrificing quality. The brand launched its first line of shoes in September 2006, including "The Starbury One," a basketball shoe that Marbury wore on the court, "Starbury Crossovers," which mimicked the Air Force One, "Starbury Cyclones," similar in style to New Balance shoes, and the "Starbury SXM," another basketball shoe. The Starbury sneakers were initially priced at $15 a pair and sold at Steve & Barry's.
The Starbury line was discontinued in 2009 when Steve & Barry's filed for bankruptcy. However, Marbury restarted the line in 2015, and the Starbury officially went on sale again in the US the following year. Marbury has since continued to relaunch his Starbury sneaker line, focusing on affordable basketball and lifestyle shoes. In a 2016 ESPN interview, he emphasized his motivation to provide affordable shoes, stating, "I'm from the housing projects, where people can't afford $150 shoes."
In addition to his affordable footwear, Marbury has also established the Starbury Foundation for charitable activities, emphasizing education and helping underprivileged children. His influence extends to China, where he played in the Chinese Basketball Association, winning championships and receiving a statue in his honor.
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Kevin Plank's Under Armour signs Curry
Kevin Plank is an American billionaire businessman and philanthropist. He is the founder and executive chairman of Under Armour, a manufacturer of sportswear, footwear, and accessories, based in Baltimore, Maryland. Plank was the CEO of Under Armour from its founding until 2020 and returned to the position in April 2024.
Under Armour was founded when Plank was a student at the University of Maryland. He launched a seasonal business called Cupid's Valentine, selling roses on Valentine's Day. Cupid's Valentine earned him $3,000, which he used as seed money for Under Armour. The idea for Under Armour came to him while playing for the Maryland Terrapins. Plank noticed that he was the "sweatiest guy on the football field" and was frustrated by the inability of his cotton T-shirts to keep him dry and comfortable. This led him to search for synthetic materials that would keep athletes dry.
In 1999, Plank took a bold risk by using nearly all of Under Armour's money to place a $25,000 advertisement in ESPN The Magazine. The ad paid off, resulting in $1 million in direct sales for the following year, and attracting the attention of athletes and teams. Under Armour continued to grow, reaching $1 billion in annual revenue for the first time in 2010. Plank became a billionaire in 2011, with a net worth of $1.05 billion.
In 2013, Under Armour signed a deal with basketball star Stephen Curry. This move served as the company's main entry point into the basketball business. At the time, Curry had not yet become an All-Star, but he went on to achieve significant success, winning multiple NBA MVP awards and NBA titles. Curry's partnership with Under Armour extended beyond the basketball court. He advocated for inclusivity, pushing the brand to release his signature shoe in girls' sizes after receiving a letter from a young fan, Riley Morrison.
The relationship between Curry and Under Armour CEO Kevin Plank faced a notable challenge when Plank publicly expressed support for former President Donald Trump, describing him as a "pro-business president." Curry, who had endorsed Hillary Clinton during the presidential election, responded with a subtle criticism of Trump. He stated that he agreed with Plank's description of Trump as an "asset," if one removed the last letter from the word. This incident led to further discussions about the alignment of values between Curry and the brand. Curry affirmed that he would consider leaving Under Armour if he felt their values and leadership were not in line with his core beliefs.
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Kobe Bryant's second deal with Nike
Kobe Bryant's first deal with Nike was signed in 2003, and he went on to become one of the most iconic faces for the brand. Shortly after his retirement in 2016, he signed a five-year deal with Nike, extending his shoe line into his retirement. This was a significant move by Nike, as sneaker deals are usually reserved for active players. However, Kobe Bryant was no ordinary player—he was one of the greatest basketball players of all time and had helped revolutionize on-court sneakers with his low-top shoe model, which was widely adopted by his peers.
Following the expiration of this five-year contract in 2021, there were challenges in renewing the deal. Vanessa Bryant, Kobe's widow, expressed her desire for a lifelong partnership with Nike that reflected her husband's legacy. However, Nike was reluctant to offer a deal in perpetuity, which led to frustrations within the Bryant camp. They felt that Nike had not adequately met the demand for Kobe's sneakers during his retirement and after his tragic death in 2020, particularly for children's sizes. There were also concerns about the limited releases and availability of Kobe's products, with some designs selling out immediately.
Despite these challenges, in March 2022, almost 12 months after the previous deal expired, a new agreement was reached between Nike and the Kobe Bryant estate. This deal will see the release of 11 signature Kobe models worn by Bryant on the court, as well as potentially six post-career models. Additionally, Nike will release a Gigi Bryant shoe series, with 100% of the net proceeds going to the Mamba and Mambacita Sports Foundation. The partnership between Nike and the Kobe Bryant estate continues, honoring the legacy of Kobe and his daughter, Gianna.
While the details of the new contract have not been disclosed, it is reported to be a lifetime deal similar to those of LeBron James and Cristiano Ronaldo, which was the Bryant estate's goal. This agreement ensures that Kobe-branded Nike products will hit the shelves once again, along with Gigi Bryant-branded items, much to the relief of NBA players and fans who highly value Kobe's sneaker line.
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Candace Parker's Adidas Ace Versatility
Michael Jordan is widely considered to have set the precedent for basketball athletes signing shoe deals, with the likes of LeBron James, Kobe Bryant, and Kevin Durant following in his footsteps.
Candace Parker, one of the most decorated players in WNBA history, has had a long partnership with Adidas. In 2010, she debuted her Adidas Ace Commander signature shoe, marking Adidas' first signature basketball sneaker crafted for a woman. Parker provided input on the design, incorporating elements tailored to her playing style and preferences. This included a midfoot support strap for enhanced stability and a multicolored outsole inspired by her love of Skittles candy.
Parker's second Adidas ACE collection, released in 2022, featured a series of five colorways with themes of women empowerment and tributes to her daughter, Lailaa. The collection included the "Royalty" colorway, featuring regal purple with metallic gold accents, and the "Elevated" edition, styled in simple white, grey, and black.
Parker's partnership with Adidas extended beyond her signature shoes, as she was named the new president of Adidas Women's Basketball following her retirement in 2024. In her new role, Parker oversees product development, athlete roster decisions, and grassroots growth strategies, continuing to leave a lasting impact on the sport.
The Adidas Ace Versatility, tailored for a Black woman, ignited discussions about the disparity in signature opportunities for Black women, who comprise 73% of WNBA athletes. Parker's collection with Adidas, including the Exhibit Ace, celebrated her homecoming to Chicago Sky and represented her journey as a basketball player and a mother.
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Zion Williamson's deal with Nike
In 2019, Zion Williamson, the No. 1 overall draft pick, signed a multiyear deal with Nike's Jordan Brand, making him the centre of the richest rookie shoe deal in NBA history. The deal is estimated to be worth more than $100 million, with one report suggesting a seven-year contract worth $75 million. This surpassed LeBron James' 2003 seven-year, $87 million entry deal with Nike.
Williamson's deal with Nike came after a fierce bidding war with Adidas and Puma. It is believed that Williamson left a lot of money on the table, with industry sources suggesting that Puma and Chinese brand Li-Ning offered up to $19 million per year. However, Williamson ultimately settled on the Jordan Brand, stating that he felt incredibly blessed to be a part of the Jordan Brand family and that he had dreamed of making it to the league and having the type of impact that Michael Jordan had.
Nike's interest in signing Williamson was likely influenced by his marketability and his highlight-reel dunks, which fit perfectly into their marketing strategy and the consumption of NBA content on social media. Furthermore, Nike had a strong incentive to sign Williamson after one of their shoes malfunctioned during a game in February 2019, causing him to suffer an injury that left him out of action for a month. Nike apologised for the incident and worked to design stronger and more supportive sneakers for Williamson, which likely played a role in securing the deal.
Williamson's deal with Nike is expected to be mutually beneficial, with his on-court performance and off-court charisma and appeal contributing to his endorsement potential. Experts believe that Williamson could earn $1 billion over the course of his career, including both on-court earnings and off-court endorsement deals.
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