Skechers: Incomplete (I)

Skechers made a significant entrance into the NBA season by signing players in Los Angeles and New York, along with the introduction of a new performance basketball shoe line. However, due to player injuries, the official announcement of Joel Embiid’s signing was delayed, resulting in an incomplete grade for Skechers.

New Balance: D

New Balance launched the “Gamer Tag” pack, featuring three performance models in 90s-inspired colorways. Tyrese Maxey debuted one of the shoes during the All-Star Game, but the brand lacked activations or events to accompany the release. Additionally, the soft launch of Kawhi Leonard’s fourth signature sneaker went unnoticed. New Balance received a D grade and could benefit from cost-effective marketing ideas.

Converse: C+

Converse capitalized on Shai Gilgeous-Alexander’s fashion-forward streetwear style, aligning the brand closely with the player. They reintroduced the Converse Weapon for All-Star Weekend and executed social media-friendly events. However, Converse still has work to do in order to revive the brand, especially with a player in a small market.

Nike: B-

Nike’s marketing efforts felt formulaic and lacking inspiration. Devin Booker’s sneaker launch encountered issues, and the absence of Ja Morant’s creative presence was noticeable. While Nike effectively promoted its players through interactive fan experiences and events, their potential for innovative marketing was more evident in past All-Star Weekends.

PUMA: B

Despite not having a player in the All-Star Game, PUMA made a strong impression by hosting events and highlighting a collaboration between Scoot Henderson and Cheetos. Mac McClung’s Slam Dunk Contest win while wearing PUMA added to their success. PUMA should focus on having healthy stars like LaMelo Ball and WNBA MVP Breanna Stewart participate in future events.

Jordan Brand: B+

With three starters in the All-Star Game, Jordan Brand had a solid presence throughout the weekend. Jayson Tatum and Luka Doncic showcased new colorways and actively promoted them at various events. The brand’s logo on every participant’s uniform and apparel was a notable achievement.

Under Armour: A

Despite having fewer NBA players, Under Armour relied heavily on Stephen Curry’s prominence and his eponymous brand. Curry’s three-point shootout win, social media trolling of Nike, and the release of the “Curry Jam” pack demonstrated a coherent marketing strategy. Under Armour’s interactive experiences received positive feedback, but they could benefit from more representation on the court.

Adidas: A+

Adidas had an exceptional All-Star Weekend. An adidas athlete won the 3-Point Contest and All-Star Game MVP, while Anthony Edwards showcased his rising star potential. The brand also had impressive achievements outside of basketball, with Bennedict Mathurin winning the Rising Stars MVP and Micah Parsons winning the Celebrity Game MVP wearing adidas. Adidas hosted a multi-sport event to celebrate the brand and unveiled new signature sneakers for Damian Lillard and Donovan Mitchell, demonstrating their hunger to reclaim their position at the top of the basketball industry.