New Balance and the NBA have come together for a multiyear global agreement making the Boston-based sportswear brand an official marketing partner of the league. The news was announced today in an official press release from the NBA.
“New Balance officially re-entered basketball when NBA Finals MVP Kawhi Leonard walked on court for the NBA All-Star Game in 2019,” said Chris Davis, Vice President of Global Marketing at New Balance. “Now, one year later, we are excited to further solidify our position in the global basketball community by collaborating with the NBA as an official long term, strategic partner in order to continue to enhance our position as a leading athletic brand.”
The NBA points out that its partnership with New Balance will allow the brand to broaden its reach across the league as it continues to grow its basketball category. New Balance will create authentic broadcast, digital and retail content featuring its sponsored athletes in their respective NBA gear as a part of the deal. The partnership kicks off with a global campaign starring Kawhi Leonard, set to air during the Denver Nuggets vs. Los Angeles Clippers game this Friday, February 28, at 10:30 p.m. EST on ESPN.
“We are excited to welcome New Balance to our family of global partners,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development. “We look forward to working with New Balance as the brand develops its basketball footprint and continues to establish itself in the market with recent high-profile player signings and new products.”
While Leonard fronts New Balance’s roster of NBA athletes, he is joined by 2019 first-round NBA Draft pick Darius Bazley and 2016 first-round NBA Draft pick Dejounte Murray. Leonard’s first signature basketball sneaker, the KAWHI, recently launched during the 2020 NBA All-Star Weekend in Chicago.
Press play below to see New Balance’s new campaign, “We Got Now,” starring Kawhi Leonard.