The Four N.B.A. Players Most Likely To Rock A Signature Shoe In The Future

In the N.B.A., there are levels of stardom. You could become an All-Star by way of a bizarre fan vote (B.J. Armstrong), a shortage of players at your position in your conference (Brad Miller) or an inflated role (Mo Williams). The All-N.B.A. team is more selective—only 15 players make the cut each year—and a bit more scientific. But the most exclusive club is having a successful signature shoe. Nike
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produced signature models for only LeBron James, Kyrie Irving, Giannis Antetokounmpo, Kevin Durant and Paul George among active players this season. Jordan Brand did the same for only Chris Paul and Russell Westbrook. Adidas released signature kicks for James Harden, Damian Lillard, Derrick Rose and Donovan Mitchell. Under Armour had one of the Splash Brothers, Stephen Curry, and no one else (Klay Thompson has a signature model with Anta). New Balance and Puma featured no shoes with player branding until Kawhi Leonard debuted his signature New Balance pair due out for next season.

So who might be the next members of this select group? Here is a look at four distinct possibilities.

Joel Embiid, Philadelphia 76ers Center, Under Armour.

All right, so there isn’t much prediction or mystery to this one. Under Armour announced in January that after parts of two seasons with the brand, Embiid would get his own signature shoe this fall in time for the 2020-1 N.B.A. season.

Big men haven’t always been an easy sell to consumers, even if until recently championships generally followed some of the longest coattails in the league from George Mikan to Tim Duncan.

Dwight Howard was a three-time Defensive Player of the Year who finished second in the 2011 M.V.P voting, but never gained any traction with signature shoes by Adidas and, later, Peak. Hakeem Olajuwon and Shaquille O’Neal were, at different points, considered the most dominant players on the planet. But Olajuwon’s deal with Etonic and O’Neal’s with Reebok produced somewhat tepid results, and both ultimately turned to making shoes at affordable price points for mass production at discount retailers like Payless ShoeSource and Walmart
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. Patrick Ewing had a contract with Adidas and later his own Ewing Athletics brand, but never achieved the level of on-foot popularity that guards with shorter primes such as Penny Hardaway and Derrick Rose did. Alonzo Mourning also had a mostly unremarkable stint with Nike, which included the release of one signature shoe. Duncan made a brief foray into two signature models with Nike, but they were arguably the most forgettable signature shoes to ever grace the hardwood and his subsequent partnership with Adidas saw him wearing team models.

“There’s a stereotype about big men that they can’t sell shoes. When I look at myself, I’m not a big man; I’m a guard,” Embiid told reporters with a smile. “I can do everything on the basketball court. You can name it — pass, post up, shoot the ball, bring the ball up, being a playmaker. So I’m excited to break that stereotype.”

The Embiid 1 was announced tersely in a press release by Under Armour, follow by some appearances by Embiid. A spokesperson said there are no new details, though Embiid worked closely on both the design of the shoe and its colorways.

Early images have leaked, though the final version may vary. What’s seen there takes cues, ironically, from the Nike Kyrie 2, a shoe that was very guard-oriented in its emphases on multi-directional traction and stability with a near total absence of cushioning. The alleged Embiid 1 images show that the model shares the same prominent raised sidewalls that bring the outsole pattern onto the midsole and exaggerated midfoot support, as well as a similar “fuse” style upper and its own take on a comprehensive traction setup. Its unconventional lacing system has hints of the HOVR Havoc and Nike KD 10 models. There will almost certainly be more cushion than the Kyrie 2 offered, as it definitely includes, at a minimum, Micro G foam similar to what was used in the revived Anatomix Spawn series.

The shoe’s aim is to be “positionless,” much like Under Armour’s triumphant Clutchfit Drive 1 that had been worn by Curry.

Trae Young, Guard, Atlanta Hawks, Adidas

Young’s style of play is much more proven in the sneaker arena, as he’s been likened to Curry, Lillard and Irving, all of whom are scoring point guards that have become marquee endorsers for their respective brands.

“This style of player is appealing because they are constantly moving the game forward and bringing it into unchartered territory,” said Adidas’s senior director of footwear, Rashad Williams. “Fans are excited to see players ‘shoot from the logo,’ be creative and push the game to its limits.” 

Young recently teased the idea of his own shoe on Twitter. But for now Adidas said he will continue to wear player exclusive colorways of the N3xt L3v3l 2020, the second shoe in Adidas’s futuristic, tech-heavy, sock-like hoops line.

“People have started to associate Trae with the N3XT L3V3L model, as it definitely fits his style of play. He will have numerous PEs on the N3XT L3V3L 2020,” Williams said.

Williams added that traction and lateral mobility were priorities for Young, a common thread with what players have seen Irving and Curry look for in their own models.

Zion Williamson, Forward, New Orleans Pelicans; and Luka Doncic, Jordan Brand

While Jordan Brand does not release contract details, reports indicated that Williamson’s offseason deal was the most lucrative rookie shoe contract in league history, totaling around $75 million over five years. Doncic signed during the season, giving the brand its first ever European face in North American sport.

“Zion and Luka represent what the Jordan Brand stands for – they are incredibly talented athletes, they are committed to being the best, and they express themselves on the court with creativity and style,” Jordan Brand’s president Craig Williams said. 

But Jordan Brand has been discerning about its signature lines: only four players after Michael Jordan himself have had signature shoes with the brand. Of those four, Carmelo Anthony’s line was halted, albeit after 13 models. Dwyane Wade’s series fizzled somewhat quickly before his departure to Li Ning. Chris Paul’s line, now 12 models in, may also be drawing to a close. Only Westbrook, whose Why Not Zero series is in its third season, is a clear-cut signature staple for Jordan.

But the brand often deploys its most popular athletes in the flagship numbered Air Jordan model. They did so with Westbrook previously as well as Leonard prior to his pact with New Balance. Williamson wore the Air Jordan 34 last year, as did Doncic after a brief transitional period. Williamson had an assortment of custom colorways, including ones with Mardi Gras and Saints themes. Only the “Bayou Boys” makeup was released for retail.

Williams was non-committal about whether or not fans would see Williamson and Doncic in the Air Jordan 35 next season or in signature models, only offering that they would continue to “work directly with our product teams to provide design input and color inspiration behind their player exclusives.”

Williamson, last year’s top over all draft pick, cited a preference for the brand that went beyond what they could offer in terms of a contract. Doncic felt similarly.

“Michael Jordan’s legacy was definitely a factor. Not just what he achieved on the court but also off the court and what he’s done for basketball and sneaker culture,” Doncic said. “He is a legend of our sport that any young basketball player would look up to and it was no different for me growing up in Slovenia.”

Doncic said that above all he was eager to get back to the hardwood whenever the N.B.A. resumed play in his continued effort to inspire young people in his country and beyond to foster passion for the game. He saw the partnership with Jordan Brand as yet another way to express himself, while also expressing optimism about the future.

“Like most players, it’s always been a dream of mine to have my own signature shoe and hopefully that’s what the future holds with the Jordan Brand,” Doncic said.