As the generation of basketball players from the 1990s transitions into their later years, the league simultaneously seeks fresh, dynamic faces to invigorate its future. Consequently, major sports brands are also on the lookout for elite, next-generation athletes to serve as their global ambassadors.
Devin Booker, who made a significant impact by reaching the NBA Finals in 2021, and Ja Morant, who delivered standout performances in 2022, both faced challenges in progressing further in championship pursuits. Meanwhile, Cade Cunningham has emerged as a potential cornerstone for Nike’s strategy moving forward.
On the other hand, Adidas has ingeniously maintained its connection with James Harden by adopting a unique shared sole design for his signature shoe over the last four seasons, as Anthony Edwards has surged to prominence as their leading spokesperson. The competitive dynamic between Tyrese Haliburton and Shai Gilgeous-Alexander, showcased through their inaugural signature shoe offerings during the previous season’s Finals, solidifies Puma and Converse’s outlook for the next five years.
Moreover, while Kawhi Leonard may not have fulfilled all expectations, Chris Flagg is poised to elevate New Balance's profile in the basketball footwear market in the immediate future.
Because of his experimentation with various hair colors to showcase his individuality, Sohan is adept at generating buzz, and two years ago he even contacted the Chinese brand Peak.
Sorhan has previously worn several Li-Ning basketball shoes, making a signing seem almost certain. However, the addition of these young talents is not yet enough to replace Butler as the top star.
Anta has been very active in the basketball shoe market in recent years, leading many fans to view the competition between Li-Ning and Anta for market leadership with a sense of detached curiosity.
Injuries and age have severely hampered Kyrie Irving's performance, resulting in a poor season. KT11 didn't introduce much new content, sticking to a steady, methodical approach.
KAI2 was officially unveiled at the 2025 All-Star Game, but Irving's serious injury shortly afterward was an unexpected turn of events for Anta. The original plan to build the KAI TEAM+ series was progressing smoothly.
The KT11 and KAI2 tribute collaboration seems more like a strategic retreat. Given KAI2's lukewarm reception, it's crucial to maintain its buzz and on-court exposure. By the time Irving returns next year, KAI3 should also be unveiled. At that time, Irving will be 34 years old, and Anta will need to add a young, All-Star caliber player.
A few days ago, Kuminga wore the KAI2 sneakers, and fans said they looked great on him. Last year, Anta and Gidi were in contact, but Puma ultimately snatched him away. With a more positive attitude, Kuminga is averaging 16.1 points, 7.1 rebounds, and 3.1 assists per game this season, still showing All-Star potential.
Gidi, averaging 21.4 points, 9.6 rebounds, and 9.4 assists per game this season, is a shoo-in for All-Star.
Anta's judgment was sound; hopefully, they won't miss out this time. What are your thoughts on Chinese brands signing brand ambassadors?