Source: adidas X Marvel Launch Donovan Mitchell’s First Signature Shoe
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Clyde vs Kareem, Jordan vs Ewing, Shaq vs Penny, D Rose vs LeBron, Giannis vs Donovan… these match-ups look like a new version of the NBA Jams video game where the two-on-two competition consists of flaming three point shots and the Marv Albert “Is it the shoes?” line. What these comparisons actually show is the long history of sneaker endorsements of players in the NBA. Obviously this is a much more condensed version of names that could have been shared, but for the sake of brevity, you know the rest.
In the 70’s there were two signature shoes. The Puma Clyde for Walt Frazier and the adidas Pro Model for Kareem. I’m not sure if either brand was checking for whether big men sold shoes vs small ball guards, but there was the inherent rivalry of adidas vs Puma.
In the 80’s everything changed as a new player entered the arena in Nike. Nike signed a kid who wanted to wear adidas and the rest is history. This is when the big vs small dialogue began. adidas didn’t think a small guard could sell footwear. They passed on Michael Jordan. Sonny Vaccaro told Nike to sign the North Carolina star. I guess it’s clear who won this. Jordan is still with Nike. Ewing launched his own shoe line in the 90’s.
In the 90’s the game was still Jordan’s even more than it was in the 80’s as Nike pitchman won six rings. Shaq famously dissed Nike and went with Reebok. His shoes began a string of successful releases with the Vector. Jordan… he did Jordan things including wearing the shoe of Nike’s newest signature player and Shaq teammate Penny Hardaway. Penny wasn’t a small guard, but as Shaq’s teammate many think Nike’s investment into Penny made Shaq jealous ripping apart a potential dynasty. Penny’s kicks still sell. Shaq, like Ewing, launched his own K-Mart based brand.
In the 2000’s it’s a bit harder to look at the comparison as Vince Carter wore Puma and left for Nike. Kobe Bryant wore adidas and left for Nike. And 1 was actually more prominent in basketball than adidas and Puma for a while but as the 2000’s ended LeBron was the beast of the signature world. D Rose was making waves, but the injury bug would cut things short.
There have been a bevy a new signature releases from brands. Kawhi with New Balance, Paul George and Kyrie Irving with Nike and Damian Lillard with adidas. KD and Steph are similar to Shaq and Penny in the fact that they are teammates who wear competing brands.
As we move towards the DoubleDubs (yeah I’m working on this one 2020s), we enter a new phase.
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P.S. I wanted to write a more developed discussion on marketing, but it would have taken too long. If you’d like to kick off a discussion on marketing here are a few topics to begin with:
- Which photo set from which brand is more effective?
- When reading the content on each site which form of storytelling is more compelling?
- adidas gave their pricepoint in their post, Nike didn’t. Is this important?
- Should Nike’s depiction of Giannis also promote his Nigerian heritage?
