One of the offseason’s most intriguing stories was a new challenger in the shoe war that surrounds the NBA. Nike is still the global power when it comes to basketball sneakers, with Jordan Brand itself dominating the market across the spectrum.
It’s clear, though, that other shoemakers are confident they can find a — pun intended — foothold in the marketplace, and some have made moves to get back into the industry in a big way. One example this offseason came amid Gordon Hayward’s pursuit of a new shoe deal. That included Nike, of course, but also brands like New Balance and Anta. A deal with New Balance would have been a significant step into the market for the company, but Hayward chose Chinese shoemaker Anta, which most notably sponsors Warriors star Klay Thompson.
The biggest change in the shoemaker landscape is the resurgence of Puma. It signed a handful of the top NBA Draft picks and is clearly making a renewed effort in the basketball shoe marketplace. It’s been two decades since Puma was a serious player in basketball, but signing the likes of Deandre Ayton, Marvin Bagley III, and Zhaire Smith is an impressive start.
Earlier in the week Terry Rozier, also a Puma athlete, said he felt the company is primed to make a big entry into the marketplace and change its perception among sneakerheads.
Rozier on his shoe deal: "I’m trying to have some drip, come out with some drip — mainly for the young kids. … Puma’s the new wave. You can get on the train or get lost. It don’t really matter to me. It don’t help me out. I’m gonna still come through with the drip regardless"
— Jay King (@ByJayKing) October 1, 2018
Rozier has already sported Puma shoes in the preseason, ad Thursday’s news that DeMarcus Cousins will sign on to be the figurehead for the brand while rookies start to make their mark on the league is a huge part of the revival process. Other companies are certainly taking notice of Puma’s push, though many have said competition breeds better quality work all around.
“I definitely embrace the competition. That’s the world we live in,” Rashad Williams, senior footwear designer at adidas, told Uproxx at the launch of the Harden Vol. 3. “We have a lot of competition in the shoe world. I like to say that iron sharpens iron. So the more competition we have invigorates me to put out the best product.”
Puma hasn’t shown off any true PEs or signature shoes beyond the Clyde, but the Cousins news means that they’re almost certainly coming. If Rozier is to be believed, they will be worthy of some attention among what’s becoming a crowded marketplace.
