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Clippers’ Kawhi Leonard’s sneaker brand, New Balance partners with NBA

Matt Chong|
LOS ANGELES, CALIFORNIA - FEBRUARY 24: A detail photo of New Balance shoes worn by Kawhi Leonard #2 of the LA Clippers during the first half of a game against the Memphis Grizzlies at Staples Center on February 24, 2020 in Los Angeles, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Sean M. Haffey/Getty Images)
LOS ANGELES, CALIFORNIA - FEBRUARY 24: A detail photo of New Balance shoes worn by Kawhi Leonard #2 of the LA Clippers during the first half of a game against the Memphis Grizzlies at Staples Center on February 24, 2020 in Los Angeles, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. (Photo by Sean M. Haffey/Getty Images)

The NBA has announced a multi-year marketing agreement with New Balance, sponsor of LA Clippers superstar, Kawhi Leonard.

As part of a broader re-entry into the basketball space, New Balance Athletics has formed a multi-year partnership with the NBA. What does this mean for the LA Clippers and fans of the team?

Well, given that New Balance is the primary sponsor of superstar forward Kawhi Leonard, it mostly just gives license to the athletics company to use/feature the NBA’s official branding in advertising efforts. This means we’ll likely begin to see New Balance ads that feature Kawhi Leonard wearing his Clippers uniform and/or other team apparel.

As far as what was actually included in the official statement, New Balance’s Vice President of Global Marketing, Chris Davis, simply states,

"“New Balance officially re-entered basketball when NBA Finals MVP Kawhi Leonard walked on court for the NBA All-Star game in 2019. 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. This relationship ingrains New Balance into the NBA’s global presence, a fandom and culture that transcends sport and is significantly larger than the game of basketball.”"

There’s not a ton to extrapolate from in that statement, but based on a statement released by the NBA one year ago, when they entered into an agreement with Puma (who is also making a strong effort to re-establish itself in the basketball space), they had this to say,

"“As PUMA makes its way back into the basketball landscape, the collaboration fosters a relationship that will continue to accelerate the growth of PUMA Hoops within the sport. Through this partnership, PUMA will now be able to feature athletes in their respective NBA uniforms and team logos.  Additionally, the brand will be able to curate authentic and original content that will allow better story telling of the company and their athletes.”"

Up until now, New Balance has been pushing Kawhi Leonard as their premier athlete, regardless of NBA licensure. Featuring him in numerous ads prior to and throughout the NBA season. Given his subdued personality, the lack of any flashy branding hadn’t really drawn much attention. Of all the NBA players, he’s probably the one you’d most expect to walk around in gym shorts and a t-shirt the vast majority of the time–a true man of the people.

Most, if not all, of the footage used in New Balance Basketball’s Kawhi advertisements, was shot before the NBA season began, though. It would make sense that he not be featured in LA Clippers gear. However, now that there is ample footage and imagery of Leonard in actual NBA action with the Clips–both in the New Balance OMN1S and his new signature sneaker, The Kawhi–the company would surely like to incorporate that into their campaign.

If you were a fan of his quirky commercials before, you need only wait, because we’re about to receive a whole lot more of them. Maybe even some with Kawhi in his LA Clippers’ uniform!