Kristian Ferrell
Nike has dominated the basketball shoe market for over a decade, with a grip that only seems to be tightening. In the 2022-23 season, 65.1% of players wore Nike shoes, with Adidas a distant second at 10.8%. Nike's Kobe 6 was the most worn basketball shoe of that season, with players logging 40,884 minutes in the model. The brand has been endorsed by some of the biggest names in basketball, including Michael Jordan, LeBron James, and Kobe Bryant. Nike has also been worn by the likes of A'ja Wilson, who signed a six-year contract with the company, and Paige Bueckers, who will launch a Nike PE basketball sneaker.
| Characteristics | Values |
|---|---|
| Nike's market share in the basketball shoe market | 65.1% in 2022-23 |
| Nike's market share in the baseball shoe market | Not available |
| Nike's market share in the football shoe market | Not available |
| Number of signature shoe contracts with basketball players | 5 (Kevin Durant), A'ja Wilson, Paige Bueckers, Kobe Bryant, LeBron James |
| Nike's market share in the basketball shoe market in 2012 | 48.2% more than the next closest competitor |
| Nike's market share in the basketball shoe market in 2015 | 28.3% more than the next closest competitor |
| Nike's market share among NBA guards | 61.4% |
| Nike's market share among NBA forwards | 70.5% |
| Nike's market share among NBA centers | 73.3% |
| Nike's market share in the basketball shoe market in 2018 | Not available |
| Nike's ranking among shoe brands in the number of minutes played in the NBA | #1 with 370,212 minutes |
| Nike's ranking among shoe brands in the number of users in the NBA | #1 with 66 players |
| Average price of Nike basketball shoes | $134.20 |
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What You'll Learn
Nike's market share
Nike has dominated the basketball shoe market since 2012, and its market share has only increased over the years. During the 2022-23 season, Nike was the top basketball shoe brand in the NBA, with 65.1% of players using its shoes. This gives Nike a significant 48.2% lead over its closest competitor, Adidas, which was the shoe brand of choice for 10.8% of NBA players.
Nike's market dominance in the NBA is further highlighted by the fact that its shoes were worn for 370,212 minutes on the court, far surpassing Adidas in second place with 69,909 minutes. Nike's popularity extends across different playing positions, with 61.4% of NBA guards, 70.5% of forwards, and 73.3% of centers choosing the brand.
The Nike Kobe 6 Protro was the most popular basketball shoe of the 2022-23 season, with players logging 40,884 minutes in this model. The Nike PG 6 was the second most popular, with 35,453 minutes played, followed by the Nike Kobe 5 Protro with 26,541 minutes.
Nike's success in the basketball shoe market can be attributed to its association with top players like Michael Jordan, LeBron James, and Kobe Bryant, whose signature shoes are highly sought-after by fans. The brand's sponsorship of high-profile athletes and its iconic "Swoosh" logo have contributed to its strong market position.
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Most popular Nike shoes
Nike has dominated the basketball shoe market since 2012, with a grip that is only getting tighter. During the 2022-23 NBA season, Nike athletes made up almost 70% of the league.
The five most popular shoes worn by NBA players during the 2022-23 season were:
- Nike Kobe 6 Protro: The most worn basketball shoe with 40,884 minutes logged in this model.
- Nike PG 6: Players tallied 35,453 minutes in this model.
- Nike Kobe 5 Protro: Ranked fourth as the most-worn basketball shoe with 26,541 minutes logged.
- Nike KD 15: The fifth most worn shoe with 24,960 minutes logged.
- Nike Zoom LeBron NXXT Gen Blue Tint: Worn by Alperen Sengun from the Houston Rockets.
Other popular Nike basketball shoes include the Nike G.T. Jump 2, which is known for its impressive cushioning, impact protection, and soft landings. The Nike Immortality 4 is another popular budget option, offering a versatile design, solid structure, and lightweight feel.
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Nike's competitors
While it is difficult to find the exact percentage of basketball players that wear Nike shoes, the brand has ruled the basketball shoe market with an iron grip since 2012, and that grip is only getting tighter as the years go by. At its peak between 2012 and 2017, Nike held a 48.2% difference in the amount of shoe purchases compared to its closest competitor.
Nike's biggest competitors in the basketball shoe market are Adidas, Under Armour, and Puma. Adidas is the largest sportswear manufacturer in Europe and the second-largest globally, with an annual revenue of $22.12 billion. The brand actively serves across 55 countries through more than 2500 stores worldwide. Adidas prioritises quality over quantity and focuses on customer satisfaction.
Under Armour, the official uniform provider for American football, basketball, and soccer, has a strong brand valuation due to its impressive sales in the US market. The company has a presence in over 50 countries and is known for its premium brand image and product placements in television and film.
Puma, currently offering its products across 120 countries through 830+ owned stores, is the third-largest sportswear manufacturer globally. The brand provides a wide range of products, including signature items, at affordable prices.
Other competitors to Nike in the basketball shoe market include Li-Ning, New Balance, and Anta.
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Player preference
Nike's Kobe Bryant signature shoe line is incredibly popular, with 66 players choosing the model in 2022. The Nike Kobe 6 Protro was the most worn basketball shoe of the 2022-23 season, with 40,884 minutes logged in the shoe. The Nike PG 6, from Paul George's signature line, was the second most popular shoe, with 35,453 minutes played.
Nike's popularity is also evident in the number of players in different positions choosing the brand. 61.4% of NBA guards, 70.5% of forwards, and 73.3% of centers wore Nike in the 2022-23 season. The brand's association with basketball is so strong that Kevin Durant believes a kid will remember the Nike swoosh on his shoes more than his performance.
While Nike leads the market, other brands are also preferred by players. Adidas, for example, is the second most popular brand, with 10.8% of players choosing their shoes. Jordan, PUMA, and Under Armour are also in the top five brands, with 7.4%, 3.3%, and 2.8% of players, respectively.
Players also choose less common brands, such as New Balance, Li-Ning, and Rigorer. The choice of shoe brand and model often depends on player preferences, performance, brand deals, and signature lines.
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Shoe deals
Nike has dominated the basketball shoe market since 2012, with a grip that is only getting tighter. Nike athletes with signature sneakers include LeBron James, Kevin Durant, Giannis Antetokounmpo, Devin Booker, and Zion Williamson, among others. Devin Booker's signature Nike shoe, the Nike Book 1, debuted during the 2023 holiday season. The Nike Air Zoom GT Jump shoes were worn by reigning NBA Finals MVP Nikola Jokic, who tied his wedding band to them throughout his championship season.
Other players with Nike deals include Victor Wembanyama and Sabrina Ionescu of the WNBA, who debuted the Sabrina 1 during the 2023 season, becoming the 12th player in WNBA history to get a signature shoe. Kyrie Irving had a deal with Nike, but it was cut after he posted a link to a documentary containing antisemitic material. He now has his own signature shoe with Chinese sportswear brand ANTA.
While Nike dominates the basketball shoe market, other brands have also signed talented players to deals. Under Armour, for example, signed Steph Curry in 2013, and the Curry Collection is now onto its 11th edition. Joel Embiid also signed with Under Armour in 2018 and introduced the UA Embiid One in 2020. Kawhi Leonard joined New Balance, and it has been a successful partnership.
Adidas still has a strong presence in the NBA shoe market, with Derrick Rose signing a 14-year, $190 million deal with the brand after his 2010-11 MVP season. Other Adidas athletes with signature sneakers include James Harden, Trae Young, and Donovan Mitchell. Additionally, Chinese sports equipment company Anta has signed deals with Klay Thompson and Gordon Hayward, while Li-Ning has signed deals with Jimmy Butler and CJ McCollum, offering them greater creative liberty and focusing on technical details and on-court performance.
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Frequently asked questions
In the 2022-23 season, 65.1% of basketball players wore Nike shoes.
Adidas is the second most popular shoe brand in the NBA, with 10.8% of players wearing their shoes in the 2022-23 season.
29 players wore the Nike Kobe 6 Protro in the 2022-23 season, making it the most popular shoe model.
Some NBA players with signature Nike shoes include Kevin Durant, Kobe Bryant, LeBron James, Paul George, Kyrie Irving, and A'ja Wilson.
Only 10% of NBA players use low-top basketball shoes. 68% of players use high-top basketball shoes, and 15% use mid-top shoes.
