John Kim 
There was a major shake-up in the business of basketball shoes over the last year, much of it based on Steph Curry putting Under Armour on his shoulders and putting the brand in an unprecedented spotlight. Sales of the Currys were rising fast, while retail giant Foot Locker expressed concern over falling sales of Nike shoes – particularly those bearing the KD and LeBron logo. adidas continued its quiet existence despite the emergence of Lillard and the signing of Harden. Over the last week, a number of significant events that have occurred that will profoundly affect the next eighteen months in the industry of hoop shoes. Will Under Armour continue its rise? Is Nike in any trouble? Where does adidas stand? Is Jordan even a basketball brand anymore? Read on below.
Above: Derrick Rose’s new jersey with New York Knicks
adidas Needs To Re-position Derrick Rose’s signature shoe
adidas Hoops had to deal with the unfortunate decline of Derrick Rose, a player who has been a shell of his former MVP self due to a string of injuries. While there is a chance for Rose to come back and become an All-Star once or twice more in his NBA career, his fan-base in the United States is probably limited to Chicago, the city where he fully established himself from his youth to the height of his career. It’s hard to see the D Rose signature line gaining any sort of steam in a place outside his hometown, even in New York City, where Melos don’t move.
Update: Derrick Rose, coincidentally, was traded to the New York Knicks, and the D Rose 7 is set for a launch in August.
Above: The Chef Curry Lows in one of the most cringeworthy PR images ever created
Despite Chef Curry blunder, Steph’s shoes are still a hot item
One of the funniest stories in sneakers this month has been the absolute roasting of the Under Armour Curry 2 Low in the “Chef Curry” colorway. The all-white “dad” shoes have been mocked and ridiculed by people who don’t have any interest in Curry shoes to begin with, while those who are loyal to Steph rallied behind their basketball idol with heavy support, not to mention brand-mate Tom Brady wearing them at home while watching the Finals. Despite Curry’s loss in the Finals, Under Armour still has high hopes for the upcoming Curry 3, but the brand has a long way to go.
Above: The Nike LeBron Soldier 10 iD, which sold out immediately days after Finals
Expect a major bounce back for the Nike LeBron line
LeBron James went from the villain of the NBA to the hero we didn’t deserve. His outstanding performance in the NBA Finals was proof that he is still the single best player in the league, regardless of the MVP trophy staying in the Bay Area two seasons in a row. There’s no hiding the fact that King James’ shoes have been declining in sales, and that has to do with a number of factors – one of them being the gaudy $200 price and the other being the fact that the last few signature models were simply over-engineered and over-designed. While we’ve yet to get a look at the next LeBron signature shoe, the favorable response to the LeBron 10 Soldier during the Playoffs and the immediate sell-out of the “quickstrike” iD is proof that the demand for LeBron is still very much a huge part of Nike’s basketball business. Without question, the LeBron 14 will move at a higher rate simply based on the energy built by LeBron’s impossible comeback and a likely price-drop to the $170 range.
Above: Photo of the Nike KD 9 “Premiere” shot by Kevin Durant
The Nike KD 9 is the best bang-for-buck sneaker available right now
Nike took two of its sexiest innovations in history, upgraded them to look and feel better than anything they’ve done in the past, aligned it with one of the best players in NBA history, and priced it for $150. Subtract a few bucks and you’re only getting a basic running shoe. But above the pricepoint, the KD 9 is a basketball shoe that will perform incredibly well and look super-sleek with casual wear.
Update: Kevin Durant signed with the Golden State Warriors, moving the superstar baller to a larger market.
Above: The Under Armour Fire Shot, a decent shoe that has zero exposure
Under Armour desperately needs a running mate for Steph
Right now, UA is a one-man brand. While that “man” is undoubtedly one of the most popular basketball players in the world, he is entering a third signature shoe already and marketing strategy around him has gotten a bit stale – with the “Chef Curry” proving that canned ideas don’t always fly. How does Under Armour basketball shake it up a bit? By adding another bonafide star to their roster, and fast. Their non-signature basketball models are decent, but they need more of a platform to shine, especially considering the lack of UA presence in the NBA. Once a second signature athlete is established, UA’s basketball product line will feel much more complete. There’s no doubt that the search for a second guy is on, so it’s just a matter of selecting the right player.
Above: Brandon Ingram, one of five new adidas athletes projected to be lottery selections
adidas’ Future Lies In Youth, Not A Beard
James Harden’s signing with adidas was a big story of the offseason last year, but will the beard really have that much of an impact? After a monumental MVP-caliber season in 2014-2015, Harden’s stock dropped a bit as his complete disregard for being a two-way player directly affected the Houston Rockets’ chances at a repeat appearance at the Western Conference Finals. For now, Harden will be lacing up the CrazyLight Boost 2016, but adidas’ next generation of athletes, which starts with Wiggins and continues on with a number of talented rookies like Brandon Ingram, Kris Dunn, and more, makes up a much more solid core than what adidas has now.
Update: Harden’s signature shoe releases in December.
Above: Paul George, current face of the Hyperdunk and likely next Nike signature athlete
Nike should wait to unveil their next signature athlete
Right now the momentum built by the postseason performances of LeBron James, Kevin Durant, and Kyrie Irving is pushing forward stronger than it has ever been. That said, Nike’s focus should continue to be on the “Big Three” of their hoops division, keep Kobe Bryant is a “indie” counterpart now that he has entered the retirement phase of his career, and leverage the continual rise of Paul George and the impressive Hyperdunk. Even with Ben Simmons now part of the clan, the recipe for re-building the energy right now appears to be balanced in the hands of the the active signature guys. Their time will come.
Above: Blake Griffin’s fifth Super.Fly basketball shoe
Jordan Brand needs to get back to basics
Every year, the identity of Jordan Brand changes. The business of it will always rely on Retro product, but the the complete lack of consistency in terms of brand voice has the Jumpman stuck in limbo. One year, it’s a performance basketball brand. The next, it’s trying to be high-fashion with Westbrook leading the way. Now, it’s so heavy on Drake, PSNY, and its “energy” partnerships, which leaves Retros sitting on shelves. Jordan Brand needs to stick to the core of MJ, and that’s winning on the court, and it needs to communicate that to the younger generation or else Retro product won’t have any more appeal.
