Why NBA games are such a great platform for the game’s few players who carry their own signature lines is because it gives them a chance to debut premium colorways and blast the logos of Nike or adidas all over the globe. Christmas Day games have become the linchpin for this exact purpose.
Last year, we saw Bryant (Nike Zoom Kobe VI), James (Nike LeBron 8 V2) and Durant (Nike Zoom KD III) all take the court in very ostentatious sneakers with millions of people watching all over the world. In essence, Christmas time is free enterprise for Nike and adidas.
You’ve also got to consider the fact that social media programs like Twitter blow up with tweets that stir up discussion regarding the shoes, which is just one more way that these high profile brands spread even more.
If there is no NBA season, that means no All-Star weekend and no postseason as well, which are also primetime release periods for specialty colorways. The lack of marketing opportunities will trickle down from high-end digital media all the way to traditional forms of advertising such as print magazines.
NBA fans and sneakerheads are the ones who make it possible for companies such as Nike and adidas to exist. As aforementioned, sales have already been flat over the last few years according to SportsOneSource, so a full year or more without basketball could be disastrous for the market. We can only hope that the owners and players will understand the fact that the game’s global reach has never been greater and a deal needs to be reached sooner than later.
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photo: sportsillustrated.com
