New Balance and the NBA announced a multi-year strategic partnership agreement.
Boston-based manufacturer New Balance sportswear and footwear became the new official sponsor of the National Basketball Association. New Balance and the NBA announced a multi-year strategic agreement making the brand the official marketing partner of the world's strongest league.
“New Balance has officially returned to basketball as 2019 Finals MVP Leonard Kawhi stepped onto the court in the All-Star Game,” commented Chris Davis, Vice President of Global Marketing at New Balance. "Today, one year later, we are pleased to further strengthen our position in the global basketball community by partnering with the NBA as an official long-term strategic partner."
The NBA notes that the partnership will allow New Balance to strengthen its influence in the market as the basketball category expands in its collections. As part of the deal, the brand will create informational, digital and retail content featuring sponsored athletes in NBA gear. The first campaign to air globally will feature Leonard Kawaii from the Denver Nuggets vs. Los Angeles Clippers game.
“We are thrilled to welcome New Balance to our family of global partners,” said Dan Rossomondo, NBA senior vice president of media and business development. "We look forward to working with a brand that is growing its basketball footprint and continuing to establish itself in the market with recent high-level signings as well as new products."
The Kawhi, a special New Balance shoe designed for Leonard, was officially released during the Chicago All-Star Game. In the near future, Draft 2019 (the procedure for choosing new basketball players by clubs) Darius Bazeley and 2016 Draft Dejunte Murray will also be connected to the campaign.