Denver Nuggets star Nikola Jokic is regarded by many to be the best basketball player in the world, yet he does not have the wide marketing exposure given to his peers.
However, that narrative could shift as the current NBA Finals MVP recently inked a multi-year footwear contract with the Chinese sportswear brand 361 Degrees.
The two-time NBA Most Valuable Player parted ways with the prominent American sportswear giant Nike, a brand he had been affiliated with throughout his entire NBA career.
361 Degrees is gearing up to position Jokic as the prominent face of their brand, according to shoe industry insider Nick DePaula.
Interestingly, the brand has a prior shoe deal with Jokic's teammate, forward Aaron Gordon since 2020. The high-flyer has since launched his fourth signature shoe with the company.
Jokic stepped onto the court in 361 Degrees shoes for the first time on Wednesday, December 21, during an away game against the Toronto Raptors. Specifically, he sported the 361 Big3 Future High, a high-top version of the brand's Future model available on its online store.
Read more: Nikola Jokic Shoes: Nuggets Star Ditches Nike For Chinese Brand - What Is 361 Degrees?
3 Reasons Nikola Jokic Is Right To Leave Nike
1. Jokic gets out of a saturated brand
The Serbian center distances himself from a brand that is donned by 67.2 percent of NBA players, rising to 75 percent when including its subsidiary, Jordan Brand.
Nike presently boasts signature shoes for LeBron James, Kevin Durant, Giannis Antetokounmpo, Ja Morant, and most recently, Devin Booker. They also had shoe lines for Paul George and Kyrie Irving in the recent past.
In addition to the NBA stars, they also have a signature shoe for WNBA star Sabrina Ionescu of the New York Liberty.
If Jokic were to secure a signature shoe from the Nike brand, he would find himself amidst a crowded lineup.
2. A wider Chinese market for Jokic
Jokic is set to broaden his brand internationally, particularly in China, where the NBA enjoys widespread popularity.
NBA players are immensely revered in the country, with Golden State Warriors star Klay Thompson serving as a notable example.
Since joining Anta in 2014, the four-time NBA champion has successfully cultivated a strong connection with Chinese fans, showcasing the potential for Jokic to similarly resonate with a broader audience by aligning with a Chinese brand like 361 Degrees.
Other NBA players with shoe deals with Chinese brands are Kyrie Irving with Anta, Andrew Wiggins with PEAK, Gordon Hayward with Li-Ning, Austin Reaves with Rigorer, and many more.
3. Jokic's chance at a signature shoe
Since making his NBA debut in 2015, Jokic has consistently sported the Swoosh brand. Throughout his career, the 6-foot-11 center has earned five NBA All-Star Game selections, secured two NBA Most Valuable Player titles, clinched an NBA championship, and earned an NBA Finals MVP accolade.
Yet, despite these impressive milestones, Jokic has only received player-exclusive versions of existing Nike models and a handful of advertising opportunities.
By partnering with 361 Degrees, the Denver Nuggets star now has the opportunity to directly influence and customize the design of his on-court footwear, tailoring it to his precise preferences and specifications.
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