- Kristopher Fraser
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The National Basketball Association has entered a multi-year agreement with
sportswear company New Balance for an official marketing partnership.
“New Balance officially re-entered basketball when NBA Finals MVP Kawhi
Leonard walked on court for the NBA All-Star Game in 2019,” said Chris
Davis, vice president of global marketing at New Balance, in a statement.
“Now, one year later, we are excited to further solidify our position in
the global basketball community by collaborating with the NBA as an
official long term, strategic partner in order to continue to enhance our
position as a leading athletic brand. This relationship ingrains New
Balance into the NBA’s global presence, a fandom and culture that
transcends sport and is significantly larger than the game of basketball.”
As New Balance continues its growth in the basketball category, the global
NBA agreement offers the brand the ability to broaden its reach across the
league and enhance consumer engagement with NBA fans around the world. As
part of the deal, New Balance will create authentic broadcast, digital and
retail content featuring New Balance-sponsored athletes in their respective
NBA uniforms and team logos. The relationship will officially tip off with
New Balance’s We Got Now global brand campaign featuring Leonard, airing
during the Denver Nuggets at LA Clippers game today on ESPN.
“We are excited to welcome New Balance to our family of global partners,”
said Dan Rossomondo, NBA senior vice president of media and business
development, in a statement. “We look forward to working with New Balance
as the brand develops its basketball footprint and continues to establish
itself in the market with recent high-profile player signings and new
products.”
New Balance launched Leonard’s first signature basketball shoe named the
KAWHI during the 2020 NBA All-Star Game in Chicago. In addition to Leonard,
the New Balance Basketball roster features 2019 first-round NBA Draft pick
Darius Bazley and 2016 first-round NBA Draft pick Dejounte Murray, who both
wear the OMN1S basketball shoe.
photo: via New Balance Facebook page
