There was no shortage of endorsement deals in 2023.
From the start of the year, leaders in the world of sneakers including Adidas, Jordan Brand, New Balance and more added top talent in the worlds of sports, music and entertainment to their rosters. In terms of sports, those deals included signing pro athletes, as well as those in high school and college. As far as music and entertainment, both brands that sneaker fans love and those with appeal to a mass market inked legends with a long and storied history, as well as modern icons.
Here are 12 of the most discussed endorsement deals with sneaker brands in 2023.
Reebok Signs Angel Reese
The first athlete signing for NBA icon Shaquille O’Neal as president of Reebok Basketball was electrifying women’s basketball star Angel Reese. Like O’Neal did before her, Reese is currently dominating the college game at LSU. Reese was the first athlete Reebok signed to a long-term name, image and likeness (NIL) partnership.
Kyrie Irving Joins Anta
The public rift between Nike and Kyrie Irving in 2022 resulted in the two parting ways before year’s end, but it wasn’t long before the NBA star found a new brand home. In July, Anta confirmed it had signed the NBA champion hooper.
Jenna Ortega Signs With Adidas
Adidas didn’t waste much time this year to announce a splashy ambassador signing. In early February, the German sportswear giant revealed it had inked “Wednesday” star Jenna Ortega to a deal, and stated she would be the face of a new label, Adidas Sportswear.
Jordan Brand Signs Kiyomi McMiller to NIL Deal
At the start of the year, Jordan Brand added a young basketball star to its robust athlete roster: Kiyomi McMiller. The hooper, a 5-foot-8 point guard who plays for Life Center Academy in Burlington, N.J., is the brand’s first-ever high school name, image and likeness (NIL) athlete, and is its second NIL signing. McMiller was FN’s cover star in March alongside Jasmine Jordan, basketball field rep for women’s sport marketing at Jordan Brand.
Cameron Brink Joins the New Balance Roster
New Balance signed its first-ever woman basketball player in August, Stanford Cardinal standout Cameron Brink. Brink — a four-time All-American — is a highly-decorated athlete, with a resume that includes winning an NCAA championship with Stanford in 2021. Also, she is a three-time gold medalist with USA Basketball and was named FIBA 3X3 World Cup MVP in 2023.
New Balance Inks Shohei Ohtani
Shohei Ohtani signed a massive contract in December, a 10-year, $700 million deal to join the Los Angeles Dodgers. His most recent deal, however, wasn’t the only one that had Ohtani’s name in headlines in 2023. In January, the baseball star signed a multiyear apparel and footwear deal with New Balance.
Klutch Athletics by New Balance Signs Chase Young
Klutch Athletics by New Balance, the sportswear brand created in partnership with Klutch Sports Group founder and agent Rich Paul, announced it had signed star NFL defensive end Chase Young in April. As part of the deal, Young will work closely with the New Balance design team to create football cleats that will launch in 2024.
Skechers Aligns With Snoop Dogg and Martha Stewart
Early in 2023, Skechers signed the unlikeliest friend duo: Snoop Dogg and Martha Stewart. Skechers revealed in a Super Bowl ad in February that it had inked the rap icon, and Stewart was announced as a member of the brand’s family in March. Skechers delivered collections for both Snoop Dogg and Stewart this year.
Skechers Enters Basketball With Julius Randle and Terance Mann
The performance basketball shoe category is hot, and it seems if every brand wants in. That includes Skechers. In October, when the brand revealed its first-ever basketball shoes, it also announced that it had signed two ballers as brand ambassadors: Julius Randle of the New York Knicks and Terance Mann of the Los Angeles Clippers.
Jalen Hurts Signs With Jordan Brand
Jordan Brand announced in April on its social media channels that it had signed NFL star Jalen Hurts. The Philadelphia Eagles quarterback led his team to the Super Bowl last season, and during the game he had Jordan Brand cleats laced up — specifically, an Air Jordan 1 and an Air Jordan 11.
About the Author
Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.
