New Balance Athletics and the National Basketball Association have entered into a new multi-year partnership that will make New Balance an official marketing partner of the NBA.
As part of the deal, New Balance will create authentic broadcast, digital and retail content featuring New Balance-sponsored athletes in their respective NBA uniforms and team logos, the brand said.
The partnership kicks off with the athleticwear brand's 'We Got Now' global brand campaign, featuring Los Angeles Clippers player, Kawhi Leonard, which aired during the Denver Nuggets at LA Clippers game on February 28.
“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 agreement comes as New Balance continues to grow its presence in the basketball shoe market, having re-entered the category when it became a sponsor of Leonard in 2018. Leonard debuted its first signature sneaker with New Balance, 'the Kawhi,' earlier this month during the NBA All-Star game in Chicago.
“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.”
In addition to Leonard, New Balance has also sponsored 2019 first-round NBA Draft pick Darius Bazley and 2016 first-round NBA Draft pick Dejounte Murray.