Rumors

On Saturday morning, Jordan Brand gave the world a sneak peek at its first-ever musical. While the 30-second video does not explain everything, it sets the tone for what is to come. According to Jordan Brand, the visual is all rhythm, confidence, and control. It hints at a bigger story, one that unfolds fully next week on July 19. For now, it's a glimpse into the mindset behind "Too Easy," the musical presented by Jordan Brand.

Sports Illustrated

Fans will spot NBA and WNBA stars in the trailer. Bam Adebayo, Paolo Banchero, Chris Paul, Trae Young, and Gabby Williams are among the hoopers who are set to star in the musical.

Sports Illustrated

Nick DePaula: BREAKING: Hornets rookie Kon Knueppel has signed a multi-year shoe deal with Jordan Brand. 📄✍️ The 4th overall pick in the Draft will become the key Jordan endorser on Charlotte — the only NBA franchise to feature the Jumpman logo on all uniforms. pic.x.com/38nIUG3NWi

Twitter

Kyrie Irving: Will I drop a Kobe-inspired shoe? Absolutely. I’m going to drop a Kobe-inspired shoe. I obviously have to work within the lines that I’m given. Shout out to Vanessa and the girls. I do my best to make sure I show them love and support. We all miss Kobe. I think you’ve seen a lot of art pieces from my peers—including myself—just showing that homage toward him, paying that respect. We miss him dearly. So anytime I can create something that’s Kobe-inspired, I’m definitely going to let you guys know.”

YouTube

Nick DePaula: Cooper Flagg wears the New Balance Hesi Low V2 in his Mavs uniform debut: pic.x.com/Swuwd3Uwds

Twitter

Nick DePaula: Adidas lifetime athlete @Dame_Lillard is launching his 10th signature shoe tomorrow. The Dame X is priced at $95, per his direct request. “I wanted to create something that’s accessible, that performs at the highest level, and that feels real on the court and in life,” he said.

Twitter

Nick DePaula: The most-worn sneakers in the WNBA so far this season 👀👀 via @KixStatsCom More than a dozen W players have worn @_AjaWilson22’s first signature shoe, making the Nike A’ONE the most-worn WNBA signature model around the league. pic.x.com/tZFe8WlkCx

Twitter

Los Angeles Clippers star forward Kawhi Leonard has several New Balance 480 V2s on the horizon, which he previewed last month at the Milan and Paris Fashion Weeks. Leonard made an appearance at a number of runway shows last week, where he was spotted in three previously unseen 480 V2s. He was seen at the Emporio Armani show wearing a reflective white-based colorway before switching to a tonal neon yellow iteration at the Louis Vuitton show.

complex.com

New Balance emerged as an unlikely winner in the courtship of Flagg. Nike, Adidas and at least one Chinese sportswear brand pitched Flagg and his family, according to a person familiar with the matter. Nike and Adidas didn’t respond to requests for comment. Financial terms of his deal haven’t been disclosed. The company’s executives began considering Flagg in late 2023, after the top high school star in the country announced on the cover of Slam magazine that he would play for Duke. Flagg, who’s from a small town in Maine close to a New Balance factory, was immediately appealing to the Boston-based brand.

Bloomberg

Flagg, his family and his representation wanted that major decision settled before he arrived on campus in Durham, N.C., so he could focus on hoops. That meant devising a solution: They’d hear pitches from three select companies, all on the same day, and then pick their future partner once the meetings concluded. “Like a movie,” said Naveen Lokesh, New Balance’s global marketing director of basketball and football, who also spearheaded the company’s pitch to Flagg. “Almost like ‘Air.’”

New York Times

Suddenly, a video started playing of the Skowhegan factory, countless assembly lines within it and the process of a custom pair of basketball shoes being made. At one point, the father of one of Flagg’s former grassroots teammates — who still works at the facility — made an appearance. Then another worker shortly thereafter, proudly proclaiming that, “Cooper Flagg being from Maine and being the basketball prodigy that he is, it just gives you that sense of pride.” Eventually, the 53-second clip ended with a still shot of the gray shoes, with “FLAGG” stitched directly onto the tongue. As the lights came up inside the Four Seasons conference room, Lokesh pulled out his grand finale: The pair of custom shoes from the video, straight from Maine, still the only pair of Cooper Flagg New Balances in existence. “It was pretty cool to see that video and the Maine shoes and some familiar faces,” Flagg told The Athletic. “That meeting, going through their plans and kind of the future they saw for me, it just aligned really well with the future that I saw for myself.”

New York Times

Nick DePaula: BREAKING: Adidas has signed VJ Edgecombe to a multi-year shoe deal. 📄✍️ The explosive guard from the Bahamas is projected near the top of today’s 2025 NBA Draft. “This is a family, and I’m going to keep doing whatever I can do within that to help grow the brand,” VJ told me.

Twitter

Dwight Howard: "My dad was talking to Nike with my agent, and at the time, Nike said I didn’t have a personality—which was crazy. I think that’s why I ended up going with Adidas. Nike literally told my dad and my agent I didn’t have a personality. This was when I was 18 years old—right before coming out of high school. And they made no offers. I don’t even think they made an offer at that point. Later on, did they ever try to poach me from Adidas? No. I did have another shoe company I was with—it was called Peak. It’s a Chinese shoe company. They actually owe me a lot of money. But it’s a Chinese company, so like, if something happens in the States and you try to fight it in China, you’re not going to win that battle."

YouTube

Prior to his arrival as the NBA’s next rising superstar, Timberwolves’ Anthony Edwards also had dreams of making highlight-reel plays on the gridiron. Being a standout football player from a young age, it comes as no surprise that Anthony Edwards could manage becoming a dual-sport athlete, but given his massive success in The Association, he’ll have to keep dreaming about a life out on the field. This upcoming season, Edwards and Adidas will partner for an upcoming signature football cleat.

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