Philadelphia 76ers Joel Embiid and Skechers could rock the basketball sneaker world

Joel Embiid returned to the court last week and led his Philadelphia 76ers to a victory over the Oklahoma City Thunder. The momentous occasion marked Embiid’s first game since knee surgery that left him with a meniscus injury in late January. While his performance was nothing wanting spectacular, the highlight was on the seven-time All-Star Center’s shoes.

After months of speculation, Embiid returned in uniform Skechers SKX float in white, black and orange colours. After the contract with Under Armor expires Athlete reported on a possible Embiid/Skechers partnership in October 2023. On Tuesday, the footwear industry reporter Nick DePaula reported that the league’s reigning MVP has reportedly signed a multi-year cope with the Los Angeles-based company to be the face of its basketball division together with New York Knicks forward Julius Randle and LA Clippers shooting guard Terance Mann. Skechers could not be reached for comment on a possible cope with Embiid or his plans.

There isn’t any officially stated reason why Embiid left Under Armor after five years. It was reported that the longtime Sixer was dissatisfied along with his promotion and position inside the brand. During his profession with the Baltimore-based company, he won the NBA MVP award in the 2022-2023 season. The brand’s most notable commercial during this series was ad aired before the start of the 2022 season. By comparison, brands like Nike release ads relatively quickly after one in every of their athletes makes history. Nike produced Debate on this topic commercial after Golden State Warriors forward Kevin Durant won the 2017 NBA Finals MVP award. Embiid never looked as if it would get the highlight that a player of his stature normally earns.

Many people view Skechers as a way of life brand aimed toward young children, middle-aged and older people, slightly than a brand that could compete in the lively sports market. However, Skechers reported record sales of $8 billion in 2023, which suggests a year-on-year sales increase of seven.7%. Those earnings leave it far behind industry giants like Nike ($52 billion) and Adidas ($23 billion). Skechers is in the same range as Puma ($9 billion) and Under Armor ($5.9 billion).

By acquiring Embiid, Skechers also continues the trend of a brand attractive to the recent generation. Business executive Martha Stewart and rapper Snoop Dogg recently endorsed and landed the brand Super Bowl ad. The company has also signed former Premier League star and England captain Harry Kane as the face of its football division. It’s clear that even when Skechers doesn’t have the coolness of Nike or Adidas, the money is there. This money flow allows it to compete with established brands, and the company seems willing to innovate greater than others.

From Embiid’s standpoint, this announced transaction is a likelihood for him to turn into the face of the company. He has at all times been number 2 at Under Armor, behind Stephen Curry. Embiid only had one signature shoe, the Embiid One. Curry had multiple pairs of his signature line, began his own brand, Curry Brand, and expanded his product lineup to incorporate golf apparel and more.

Embiid and Skechers could do something similar in the event that they resolve to go on this direction.

Looking at Skechers current basketball offersIt is protected to assume that Embiid’s signature shoes will almost definitely appear and can be available in an analogous price range. Couple that with a primary opportunity to “dismantle” or a less expensive model of Embiid’s signature shoe, and it is a win for all parties.

One of the key aspects and a possible reason for Embiid’s decision is the access that the Skechers brand has. Skechers is on its strategy to own stores and is accessible at most major retailers reminiscent of Academy Sports, Rack Room Shoes and Shoe Station. While other well-known brands can often be present in the same stores, there are often only a couple of models and often no awning name attached. However, Skechers has a powerful presence in these stores, especially in kid’s shoes.

Embiid could lace up future Skechers basketball models that might hit such stores. Imagine if Embiid dropped 50 points in a key playoff game while wearing a pair of Skechers shoes that could be had for around $100 or less and were available at a shoe store or Rack Room sneaker shop. This would give a baby who admires Embiid a likelihood to wear the very same shoe he wears, and allow a parent to buy a solid shoe at an inexpensive price.

While the reported Embiid-Skechers deal is critical, it also shows that times have modified for athletes trying to sign with one in every of the top three shoe brands. Nike, Adidas and Jordan Brand used to have solid lineups that usually featured brand names and top NBA players. When you have a look at the top NBA players today, you will see that they are represented by a large number of brands, from Puma to Converse to New Balance to Chinese brands like Li-Ning, Anta, and 361 degrees. Names related to these brands include NBA champions reminiscent of Nikola Jokic, Jamal Murray and Kyrie Irving.

A big a part of a lot of these deals is that the Big Three once signed these marquees. Irving and Jokić each signed with Nike in some unspecified time in the future during their careers before deciding to work with Chinese brands. Jokić left Nike in December 2023 after winning the NBA Finals and joined 361 Degrees as a signature athlete along with his own shoe and became a worldwide brand ambassador. Irving’s cope with Anta entrusted him with the position of creative director. Hall of Famer Dwyane Wade was once the face of Converse and Jordan Brand before joining Li-Ning. He transformed the Way of Wade brand into one in every of hottest Chinese brands On the court.

With Embiid reportedly joining an analogous brand at Skechers, it shows that what was once a market with only a couple of options for a major sponsorship deal is now wide open. When athletes are considering where to sign, they are not just searching for signature shoes or exclusive player editions. Players are searching for greater advantages, reminiscent of fractional ownership, and how these deals will help them in the long term. People talk less and less about the shoe company and more about the player and his brand.

Time will tell what is going to come of the reports about Embiid and Skechers’ relationship. But if what Curry has with Under Armor or what Irving is constructing with Anta is any indication, Skechers and Embiid will certainly deliver a really unique signature shoe and experience worthy of a player of Embiid’s stature.