Skechers has announced a 3rd colorway of the SKX Nexus basketball shoe with support from Los Angeles Sparks standout rookie Rickei Jackson. The SKX Nexus is Sketchers’ fourth basketball shoe because it hit the scene last yr.

The 2024 WNBA All-Rookie forward is one among the few players to decide on an organization latest to women’s basketball and the game itself. Recently, Sydney Colson defended the Las Vegas Aces signed a contract with Creative Control as the first signature athlete, bringing the total variety of energetic WNBA players with a shoe contract to seven.

“More players have more opportunities if it’s proactive by design or if a decision is made to do something different,” said Lindsay Kagawa Colas, executive vice chairman of talent at Wasserman’s sports marketing and talent management firm. “Sometimes this also includes companies that have not traditionally had a presence in the market, and in these deals athletes have the opportunity to do different things and shape the deal the way they want.”

The marketing of signature sneakers, gamer sneakers, merchandise and endorsements has modified significantly since the October 1995 release of Nike Air Swoopes, the first signature shoe awarded to a WNBA player, 4-time WNBA champion Sheryl Swoopes.

“Many WNBA players have dedicated fan bases, not just those that get a lot of coverage,” said award-winning writer and sports journalist Lyndsey D’Arcangelo. “Sydney Colson, who buys sneakers, is a perfect example of this. She is not a top player, but she has her supporters and fan base. There are other ways to convince gamers who aren’t Nike fans to support your product, which gives brands a chance to get creative.”

For the first 20 years, women’s basketball shoe offerings were limited to major brands comparable to Puma, Fila, Nike and Adidas. Skechers has now taken an interest in basketball and hopes to provide a WNBA player a signature shoe in the future.

“When you get into basketball, it’s bi-gender,” said Greg Smith, Skechers vice chairman of product development and merchandising. “It took us some time to find the right player. Rickea is an amazing player, a great brand ambassador and a partner worth working with. Our first year, we wanted to get some competition (both NBA and WNBA players).”

In addition to Jackson, the Sketchers basketball team includes Philadelphia 76ers center Joel Embiid, Minnesota Timberwolves forward Julius Randle and LA Clippers guard Terance Mann.

Smith said that when choosing a WNBA player, the company needed someone who can be an extended-term player in the league. The company also desired to partner with an organization near Skechers’ headquarters in Manhattan Beach, California, and was willing to take a risk on an organization that was latest to the market.

“You could meet her and she wants to contribute to the product and the process,” Smith said. “She was perfect for us. There are a number of great options in the WNBA, but we just felt like she was the best fit for us.

IN Skechers first announcementJackson said: “I’m thrilled to be the first WNBA player to team up with Skechers. Although Skechers is a brand new player in the basketball world, its commitment to alignment, support and energetic collaboration with athletes is clear. The comfort and design of their shoes are really impressive. I like training in these shoes and cannot wait to see what we are able to achieve together.”

Kagawa Colas believes that the coronavirus pandemic has increased WNBA players’ participation in sneaker deals. According to National Statistical Officeretail stores were the biggest hit in 2020, but the pause allowed people to attach in latest ways.

“While some companies were pressing pause, others were simply exploring,” Kagawa Colas said. “For some it was a break, but for others it was the launching pad for much of what we see today. People wanted to speculate in things they were connected to, people desired to know who they were and what they cared about. People will soon discover that they’ve a lot in common with these players.

This disruption felt around the world has also contributed to the increase in social media use. Social media is a way for fans to attach with players and for agents to point out sneaker decision-makers how much fan interest their clients have.

“The tools we have today that prove that female athletes get the most bang for their buck, tools like numbers, metrics and social media audience monitoring, prove that the WNBA is a great business,” Kagawa Colas said.

Global sports and entertainment agency Octagon represents the majority of name offerings for Washington Mystics players Shakira Austin, Ariel Atkins and Shatori Walker-Kimbrough. There is nearly at all times a component of social media when negotiating contracts. Before concluding a contract, the agency determines what the content will appear like on its client’s channel and whether it can be compatible with it.

“The hardest thing lately has probably been around budget,” said Jianni Smith, Octagon marketing and communications manager. “There is still a disconnect between what a brand is willing to spend and what it should actually spend on a player. There’s definitely some negotiation going on, but by the time brands come to you, it’s usually already aligned with our customers’ interests.”

Since the league’s inception, agents have been in a position to include viewer numbers and rankings when presenting to their clients. Even with record growth WNBA viewership this yr continues to be half the battle. According to Kagawa Colas, a player’s popularity on social media is a very important factor influencing the increase in the variety of contracts for WNBA athletes.

“Women are often put in a position where they have to prove it before they invest, whereas men (for) people will be investing all day long,” Kagawa Colas said. “They always have to prove it when it comes to seeing if something will sell for a woman.”

Now that brands have begun marketing in women’s basketball, additional steps are needed to make sure athletes have longevity with their products. This includes ensuring product availability and availability, opening up opportunities to more players, and addressing issues that players care about.

Sketchers is currently focused on the WNBA, but in addition plans to play in a women’s college basketball league. Since the brand doesn’t have the rights to school or university apparel, this creates little hurdle in recruiting college athletes, while there are no restrictions on WNBA players signed with the company.

“We plan to continue to expand in the WNBA with more players and grow our business,” Smith said. “We can have a brand new shoe with more of Rickea’s insights, and we expect her perspective will help us create something for everybody. Rickea shouldn’t be our end, she is simply the starting. As you progress, you may find a way to search for more players with us.”