NIL
NBA players and shoe deals


The NBA Finals are basketball’s ultimate competitive showcase, including the sneakers worn on the court. Historically, that’s been a showcase run predominantly by Nike, which includes a large roster of the NBA’s biggest and highest-profile players, in addition to still producing merchandise under the Jordan Brand and Kobe Bryant.
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It’s impossible to watch the NBA without seeing the Nike influence. Nike is the league’s official uniform partner, so the logo is on every player, down to the socks.
The 2025 finals, however, aren’t about the biggest shoe brands. Indiana Pacers star Tyrese Haliburton used Game 1 to debut his first signature shoe with Puma: the Hali 1. Oklahoma City Thunder star and league MVP Shai Gilgeous-Alexander is signed to Converse, a subsidiary of Nike.
Two small-market teams are providing a big stage for shoe brands other than Nike and Adidas, which have dominated the conversation in basketball shoes for decades. Michael Jordan signed with Nike in 1984, setting the stage for its rise to the top. Adidas has a long basketball history, and has maintained the second spot in the market thanks to deals with the likes of James Harden, Damian Lillard and Tracy McGrady. Bryant also began his career with Adidas.
But as more athletes have sought more input and control over their brands, they are turning to brands without the mainstream clout, or they’re starting their own shoe lines.
After Haliburton hit a game-winning jump shot in Game 1, he brought a pair of his signature Puma sneakers to his postgame news conference. Decked out in all white with black sunglasses and a smile that stretched from ear to ear, Haliburton, who signed with Puma in October, placed the pink basketball shoes on the podium. As he took questions and cameras flashed, Haliburton seized the opportunity to showcase his new shoes.
Later, Haliburton tweeted an ode to a popular Air Jordan slogan. It was the perfect moment for a sneaker debut.
Tyrese Haliburton unveiled his first signature shoe for PUMA the “Hali 1” and credits them with his game-winning shot over OKC in Game 1 👟 🔥 pic.twitter.com/sDsClzk8la
— Ball Exclusives (@ballexclusives) June 6, 2025
The greats have their own signature shoes. Bryant, Michael Jordan, Allen Iverson, Damian Lillard, James Harden and Kevin Durant are among the NBA’s top names from the past and present with signature shoe lines that have become part of on and off-court fashion.
For many years, the path to a signature shoe was having a brand like Nike or Adidas — another former league uniform partner — to sign the athlete and make him or her a part of the exclusive club of players with a signature shoe. There are additional ways to make that happen while also having a bigger say in the process and a bigger role with the company beyond wearing apparel.
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In some cases, players such as Haliburton opt to go with companies looking to reestablish themselves in the market like Puma, which has leaned into nostalgia with Clyde Frazier, the first NBA player with a signature shoe when the Puma Clyde was released in 1973, and is finding ways to connect with a new generation with LaMelo Ball.
Haiburton’s playoff run couldn’t come at a better time for Puma.
“I heard many rumblings through my last year with my previous brand around brands that potentially could be interested in me, and Puma was a name that always came up,” Haliburton told The Athletic. “I didn’t know how I felt about it until I met them (and) got to know them better. I feel really good about it.”
Others have found homes with newer companies, such as Kyrie Irving with Anta. And it’s not just All-Star players. Cleveland Cavaliers wing Isaac Okoro has found a home with Holo and has a signature shoe.
Irving is one of the biggest names to step away from Nike. He and the company mutually parted ways in December 2023 amid controversy over his sharing an antisemitic film on social media. He signed with Anta in July 2024 and currently serves as the brand’s chief creative officer. The China-based company already had Klay Thompson among its signature athletes.
Irving said he enjoys the creative process, but he also values ownership of his ideas. Nike owned his logo, which meant his children couldn’t benefit financially from it. He’s happy to represent Anta and also see other players exploring ways to have a presence in the sneaker world.
He likened shoe contracts to a 360 music deal, when artists surrender profits from all streams of income, even those not related to music.
“Being able to redefine this basketball shoe design space or signature athlete space, it’s been a great ride, and I’m enjoying it,” Irving said during NBA All-Star Weekend. “You’re seeing others take the same blueprint, create their own, and more kudos to them. I feel like I’m an adviser at this point, too, because I’m not really in competition with my peers in the shoe space as much as people think.”
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Jaylen Brown has been a critic of the sneaker industry and believes being left off the 2024 U.S. Olympic team was partly because of his critiques of Nike. Brown has worn Nike and Adidas, among other brands, in the NBA.
He chose to start his own company, 741 Performance, giving him control and ownership of what he wears.
“I’ve been the CEO of my company and the CFO since the season started, so I’ve been really busy,” Brown said in February. “But I did that on purpose so I can be able to explain to the next generation what it takes, how much time it takes, how much money. I’m very, very informed, and I can’t wait to share with the next generation.”
Okoro is one of those players actively practicing the lessons Irving and Brown want their peers to learn. Okoro said he was approached by Holo last year. He didn’t have a signature shoe, much less a company offering to allow him to have input, company equity and royalties for sales.
Okoro said signing with Holo was a “no-brainer.”
“Being able to actually be in the meetings and the discussions of how we would design the shoe, what colorways I want and just seeing the process of how shoes get designed was definitely eye-opening,” Okoro said.
Okoro is involved in more than designing. He tested his shoe to make sure it worked for him.
“Being able to actually put the shoes on and tell them this feels good, this doesn’t feels good (was important),” Okoro said. “Then them going back and actually fixing those problems and then coming back and giving me the shoe again … it actually fits perfectly and feels great to play in. Also, just getting all the nicks and stuff out of it.”
This generation isn’t the first to go against the grain in signing shoe deals. During the 1980s, when Converse was the top shoe, James Worthy signed with New Balance in ’82 and had the company’s first signature basketball shoe and a deal worth $1 million.
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Hakeem Olajuwon signed with Etonic in 1984 for something “fresh” when Converse or Nike seemed like logical choices, given he was the first pick in the NBA Draft, followed by a deal with L.A. Gear. He later had a shoe deal with Spalding, the company best known for making basketballs, which released the shoe in 1995. Olajuwon wanted to offer an affordable shoe option with Spalding at a time when there were reports of deaths involving sneaker thefts.
LA Gear (1990)
ft. Hakeem Olajuwon & Joe Montana pic.twitter.com/Z9T1RLi3aK— 90s NBA (@NBA90s) June 3, 2024
Shaquille O’Neal had a signature shoe with Reebok but still managed to produce a more affordable line of his own, Shaq shoes. Stephon Marbury also bucked tradition with his affordable Starbury shoes. Dwyane Wade established a partnership with Li Ning, something other players have done, as well, including Golden State’s Jimmy Butler and D’Angelo Russell.
Steph Curry left Nike to become Under Armour’s signature basketball player in 2013. Instead of being one of many Nike players, he became the top player for Under Armour and would have a signature shoe. By 2015, he was an NBA champion and one of the league’s premier superstars. Curry is now president of Curry Brand, which signed De’Aaron Fox as its first signature athlete in October 2023.
Kawhi Leonard left Nike for New Balance and has become a face of its basketball division. Cameron Brink, the No. 2 pick in the 2024 WNBA Draft, signed with New Balance to become the first woman to sign with the brand.
All-Stars Joel Embiid and Julius Randle both play in Skechers. The Denver Nuggets duo of Nikola Jokić and Aaron Gordon and Dallas Mavericks guard Spencer Dinwiddie all have shoes through 361 Degrees. Los Angeles Lakers guard Austin Reaves has a signature shoe with Rigorer.
Reebok is working its way back into the mix after being acquired by Adidas in 2005. Reebok was sold to the Authentic Brands Group in 2021. O’Neal and Iverson are still the biggest names associated with basketball shoes; O’Neal serves as president, and Iverson is vice president.
Much of what Reebok is doing to make a dent in the industry is included in the Netflix docuseries “Power Moves with Shaquille O’Neal.” Reebok is trying to find the next big star, similarly to what Puma has done for Haliburton this month. Reebok has signed two top WNBA players in Angel Reese and DiJonai Carrington and is trying to make inroads in the NBA with high-flying Chicago Bulls rookie Matas Buzelis and potential risers like G Leaguer Dink Pate and Tennessee Volunteers signee Nick Ament. Reebok CEO Todd Krinsky told The Athletic that Reese’s signature shoe would be released later this season, and the plan is to grow with emerging young players.
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“The players that we’ve signed, like Nate Ament and Matas, these are young kids that we really feel speak to who we want to be as a brand,” Krinsky said. “We didn’t want to go out right away first day and sign some big NBA player. We wanted to connect a little more emotionally with some of the work you’re seeing, have younger players wear the product first and then start to build the roster. We’re hoping that a lot of the young players we’re signing: grow with us and become big NBA players. But we’re in year one of a pretty long journey, and the goal was to be young.”
The same could be said of Converse, which is owned by Nike. Before Nike’s ascension, Converse was a top brand. It’s the shoe Worthy wore when playing for North Carolina. It had the classic 1986 commercial featuring Magic Johnson, Isiah Thomas, Kevin McHale, Mark Aguirre, Bernard King and Larry Bird, the NBA MVP. It’s also had relationships with league players such as Wade and Dennis Rodman, but Gilgeous-Alexander is giving the brand a modern-day elite-level talent to carry it.
Puma had a presence at NBA All-Star Weekend with Ball and his Teenage Mutant Ninja Turtles-themed collection, but it couldn’t ask for a bigger spotlight than what it has with Haliburton, who has raised his profile with last-second, game-winning shots in each round of the postseason, including Game 1 of the finals.
“We had a great dinner, great meeting. (Footwear designer) Salehe Bembury is the new head of creative for basketball, and he obviously has a very big following and is well-knowledged in the game of sneaker designing,” Haliburton said. “For him to bring that mindset where he’s had so much success into basketball, and I was going to be his first basketball shoe, that was really exciting for me. I think that was appealing.
“For me, I wanted to go somewhere I was valued, and I think Puma from the jump just showed how much they valued me.”
For Haliburton, being empowered to be a part of the creative process in designing the sneaker, as well as everything being an extension of his personal basketball story, was important. His involvement in the design can be seen in the unique rounded edges of his “TH” and “Hali” logos, in addition to the hibiscus pink colorway.
“There’s a bunch of different colorways that we have in our planning moving forward, but the pink was important to me because my first pair of real basketball shoes, my first organized pair, was a pair of pink basketball shoes,” Haliburton explained. “That was, like, fourth grade, at a time where wearing pink shoes wasn’t a thing. ‘Hey, that’s the kid who wears pink shoes.’ … We wanted to do something that was kind of a nod.”
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Haliburton said he wanted everything about his debut shoe to be “different,” and he feels the switch to Puma allowed him to do so. Doing things differently has worked for Haliburton.
For other players daring to be different, there are now more ways than ever to carve out a niche in the sneaker world.
(Photo of Tyrese Haliburton: David L. Nemec / NBAE via Getty Images)
NIL
Nick Saban claims major college football program is ‘back’ to national relevance
The stage is set for the 2025 College Football Playoff National Championship. No. 1 Indiana (15-0, 9-0) will face No. 10 Miami (13-2, 6-2) in Hard Rock Stadium in Miami, Florida, on Jan. 19 (7:30 p.m. EST, ESPN).
The national championship matchup will feature a pair of programs that have not reached this level of success in quite some time. Indiana has never seen this amount of success, as it did not win more than 10 games in a regular season until Curt Cignetti’s arrival. As for Miami, 2025 has been about a return to national relevance that has been missing for nearly two decades.
Retired seven-time national champion head coach Nick Saban is buying into Miami’s return to national relevance. He discussed the importance Hurricanes’ run in the 2025 College Football Playoff at halftime of the Peach Bowl on the ESPN set Friday.

“I’m happy for them too. I think this is great for the city of Miami. The U is back, and that’s really, really good. Glad they’re going to be playing in Hard Rock (Stadium), that’s all great,” Saban said. “But, I tell you what, they helped Ole Miss a lot in the game last night. But what impressed me the most was the resiliency they showed to keep playing the next play and overcome the adversity that they created themselves.”
Saban has a professional connection with Hurricanes head coach Mario Cristobal. After Florida International fired Cristobal in the 2013 offseason, Saban hired him to his Alabama staff. Cristobal served as an associate head coach, recruiting coordinator and offensive line coach for four seasons before departing for Oregon in 2017.
Cristobal spent a season as the Ducks’ co-offensive coordinator and offensive line coach before taking over for the outgoing Willie Taggart as head coach. He was in the role for four seasons before accepting the head coaching job at Miami.
Under Cristobal’s leadership, the Hurricanes are playing in their first national championship since 2002. Following the national championship loss to Ohio State and their eventual movement to the ACC, the Hurricanes gradually regressed to the point where they fired Larry Coker in the 2007 offseason.
Between Coker and Cristobal, the Hurricanes employed Randy Shannon, Al Golden, Mark Richt and Manny Diaz as head coaches. All four finished with winning records as head coaches, but only Richt won 10 games in a season (2017). Richt retired from the post after three seasons, while the other three were relieved of their duties by the university.

NIL
$2.6 million QB ranked No. 1 NFL Draft prospect amid College Football Playoff
Indiana enters the College Football Playoff national championship game on January 19, riding one of the most improbable runs in modern college football.
The Hoosiers finished the regular season unbeaten, captured the Big Ten title, and earned the No. 1 seed in the expanded playoff before dismantling No. 9 Alabama (38–3) and No. 5 Oregon (56–22) in the first two rounds of the postseason.
Indiana’s dominant Peach Bowl victory over the Ducks cemented the Hoosiers’ place in the national title game, marking the program’s first appearance in a national championship and representing the pinnacle of head coach Curt Cignetti’s rapid rebuild.
At the center of Indiana’s historic 2025 campaign is quarterback Fernando Mendoza, the Cal transfer who arrived in Bloomington after spending his first two seasons with the Golden Bears.
In his lone season at Indiana, Mendoza has delivered elite efficiency and command of the offense, throwing for 3,349 yards with a nation-best 41 touchdowns against just six interceptions, while completing 73% of his passes across 15 games.
That breakout campaign helped guide Indiana to a 15–0 record, earning Mendoza widespread national recognition, becoming Indiana’s first Heisman Trophy winner, adding AP Player of the Year honors, and sweeping the major national quarterback awards.
With Mendoza widely expected to declare for the NFL Draft following the season, speculation has intensified regarding his draft position and potential landing spot.
ESPN draft analyst Mel Kiper Jr. added fuel to that conversation on Monday by placing Mendoza No. 1 overall on his latest 2026 NFL Draft Big Board following the CFP semifinals.
“Mendoza transferred to Indiana after playing two seasons at Cal, and his game has taken off,” Kiper wrote. “The key? He has cut down on sacks, with 22 so far this season after taking 41 in 2024.”
“Mendoza is getting the ball out quicker. And while he doesn’t have a huge arm, he can make all the necessary NFL-level throws. His ball placement is fantastic. I wouldn’t consider him a dual threat, but Mendoza also has enough mobility to pick up first downs as a scrambler.”

Kiper’s Big Board places Mendoza ahead of other highly regarded quarterbacks expected to headline the 2026 NFL Draft class, including Oregon’s Dante Moore and Alabama’s Ty Simpson.
While those passers bring different physical profiles, Mendoza’s combination of efficiency, decision-making, and a proven winning resume has increasingly separated him from the pack in early evaluations.
He has also emerged as one of the sport’s most marketable stars, ranking eighth nationally in NIL valuation at an estimated $2.6 million, a figure that reflects both his on-field success and national profile.
Indiana’s season is not yet complete, as a national title win over Miami would cement the Hoosiers’ campaign as one of the most memorable in college football history and further strengthen Mendoza’s case as the top overall prospect.
Regardless of the outcome, his ascent from transfer addition to Heisman Trophy winner and projected No. 1 pick stands as one of the most notable quarterback rises in recent college football history.
The 2026 NFL Draft is scheduled for April 23–25 in Pittsburgh, but Mendoza’s trajectory suggests the conversation surrounding the first overall selection may already be taking shape.
Read More at College Football HQ
- No. 1 transfer portal QB turns down three major college football programs
- $1.8 million transfer QB expected to visit sixth college football program
- $2 million QB has yet to take any transfer portal visits amid uncertainty
- College football team loses 29 players to transfer portal
NIL
Joel Klatt declares there’s a new top head coach in college football
A college football champion will be crowned on Jan. 19 after the No. 10-seed Miami Hurricanes and No. 1-seed Indiana Hoosiers face off at Hard Rock Stadium in Miami.
As many fans have noticed and have thoroughly enjoyed pointing out online, the SEC does not have a representative in the title game for the third consecutive year. Many in the sport have attributed this to NIL and the transfer portal, which allow non-traditional programs like Texas Tech or Indiana to contend, while programs like Georgia or Alabama no longer have significant talent advantages.
When it comes to the Bulldogs, Fox’s Joel Klatt revealed on a recent episode of “The Next Round” that Georgia can’t even say they have the best coach in college football anymore, going as far as to say that Indiana’s Curt Cignetti has surpassed him.
“It leads into this idea of Kirby (Smart) is the best coach in college football,” Klatt said in reference to the SEC being the best conference narrative. “Well no he’s not. He hasn’t even played in the final four in the last three years with good teams by the way. And in some cases based on the composite, the most talented team.

“So Curt Cignetti is doing more with less than anybody,” Klatt said. “And he’s doing it on a stage and at a pace right now that is fairly unprecedented. He did it at Indiana. Guys Indiana is likely to win the national championship. That blows my mind. It just does.”
While it seemed extremely brash or arrogant at the time when Cignetti told college football fans to Google him at his introductory press conference, that appears to have been a legitimate warning that no one was really ready for.
In his four years as an FBS head coach, which include his final two seasons at James Madison, Cignetti has compiled a 45-6 record. At Indiana alone, he has put together a record of 26-2, leading the Hoosiers to the program’s first outright Big Ten title since 1945, the No. 1 seed in the College Football Playoff and also helped Fernando Mendoza have a breakout year that saw him win the Heisman trophy.
Arguably the most interesting part about Cignetti’s success outside of his one-liners and otherworldly confidence is the fact that he isn’t chasing someone else’s legacy at another program, he is working to build his own.
Despite being the hottest coach on the market this coaching cycle, Cignetti inked an 8-year extension worth around $93 million that will keep him in Bloomington.
So, for those college football traditionalists who are struggling to accept the new reality of what this sport has become, it appears that accepting Indiana as a powerhouse is another thing they’ll have to add to the list.
NIL
Pat McAfee dealt blunt reality check from college football fans
Pat McAfee remains one of the more polarizing voices in the college football media landscape, and it appears the College GameDay personality is losing some of his base of support among fans, according to a new survey.
McAfee’s approval ratings among college football fans have fallen to an all-time low coming out of the 2025 season, according to a poll taken by The Athletic this week.
How do you feel about Pat McAfee?
Fans were asked a simple question: “How do you feel about Pat McAfee on College GameDay?” And the answers definitely tilted one way.
Nearly half of those who answered the question said they “Don’t like it,” with 49.5 percent of fans who took part saying they didn’t approve of McAfee’s contribution to the weekly College GameDay program.
That contribution has been noteworthy from the beginning, capped off by his bombastic (and often shirtless) game predictions that helped give the program a transition from Lee Corso’s famous headgear picks as a method of closing out each show on Saturday.
The field-goal kicking contest that McAfee hosts on GameDay, which includes him paying out serious money to the winners, is also highly-regarded among fans who watch.
Those who do like what McAfee brings to the table? That number is down to 31.6 percent of those who were surveyed by The Athletic.
Just under 20 percent of those asked, 18.9 percent, said they had no opinion of him.
Previous polls agree on McAfee
This marked the third year that The Athletic polled fans on McAfee, but this edition of the vote saw the highest mark among those who answered negatively about him.
Last year, 42.5 percent of respondents said they didn’t like McAfee, and in 2023, that number swelled to 48.9 percent.
Two seasons ago, the negative conversation around McAfee’s performance on College GameDay even resulted in viral speculation that he considered leaving the program.
Last offseason, it was revealed that McAfee did not have a contract to appear on College GameDay that fall and it was an open question for a time whether or not he would return.
Those rumors were put to bed about a month later, when McAfee revealed that he signed a new deal with ESPN to appear on the show that season.
College GameDay is still very popular
Whatever fans may think of McAfee, they are very clear on the College GameDay program overall: they love it.
The overwhelming majority of those fans polled, 83.6 percent of them, said they prefer College GameDay to the Fox pre-game program Big Noon Kickoff.
That confidence was expressed in the TV ratings this season, as College GameDay established viewership records in the 2025 season averaging 2.7 million viewers per show, up 22 percent from last year.
(Athletic)
Read more from College Football HQ
NIL
Mailbag Call: So…Indiana? | Off Tackle Empire
Is this the new normal? The new Bloomington? The new Big Ten?
Good afternoon, and happy Monday. Three-quarters of the MNW household are struggling with some form or residuals of the flu, and the other one is me. That, of course, has led to no resentment of the fact that I am healthy other than a little cough, no sir.
Indiana feels inevitable at this point, do they not? The Hoosiers have, through Curt Cignetti’s shrewd use of the transfer portal and quality coaching, turned college football completely on its ear.
Well, a deep-pocketed donor by any other name is…a deep-pocketed donor, still. Add to that Mark Cuban’s money for 2026? We might be dealing with the Hoosiers until Curt Cignetti gets bored.
Of course, there have been flashes in the pan before: the wisconsin Rose Bowls, the Peak Weather Machine years of Michigan State, that one time Minnesota won ten games or whatever—but it’s undeniable that none of those programs ever made a national championship and that none of them did it in the style that Indiana is doing it right now.
Watching Indiana do it—or, indeed, the entire SEC going belly-up in the postseason—is certainly cathartic. It’s better than the usual suspects doing it over and over again, and it’s at least more above-board than the standard SEC model of used car dealers buying themselves a championship. I take little solace in knowing that there’s less program-building, less connection to a campus, less-anything that feels “authentically” college football, but it’s incredibly possible that my feelings of “authenticity” always relied on a lie—the lie that it was possible to square “belonging” or “identity” of a college campus with athletes being fairly treated.
Congratulations, of course, to Indiana on their seemingly inevitable championship. It is truly exciting for the Hoosiers and their fans, as well as those coming back to football to join the thousand or so of their long-suffering brethren. Glad you’ve finally left the tailgate lots and headed in. Enjoy Miami.
Of course, you might have questions or comments about completely different things—basketball, wrestling, the best episode of Magic School Bus, the worst way to cook cod. We in the OTE Hive were recently discussing our careers as Quiz Bowl contestants (MNW, AlmaOtter, LPW), speech wannabes (LPW, Kind of…, Dead Read), or speech titans (BRT, Jesse, et al). Ask us what you’d like, and we’ll answer how we’d like.
This is a Mailbag call, and I hope you’ll treat it as such.
NIL
Hollywood Smothers’ flip to Texas underscores Alabama’s NIL struggles, dwindling mystique
Elite running back Hollywood Smothers flipped from Alabama to Texas in the 2026 college football transfer portal on Sunday, signaling deeper issues within the Crimson Tide program.
On the field, Alabama has fallen short of sustaining the elite standard set by Nick Saban, losing as many games in two seasons under Kalen DeBoer (eight) as it did across the previous five seasons under the seven-time national championship-winning coach.
Coaching deserves its fair share of blame for Alabama’s slight fall from grace, but deeper issues may lie within the Crimson Tide’s NIL operation, which has lagged behind many of its peers this cycle.
Alabama has lost six players ranked inside Cooper Petagna‘s top 100 of the college football transfer portal rankings this offseason, while adding just one: defensive lineman Devan Thompkins.
National college football and transfer portal analyst Chris Hummer went inside Alabama’s NIL struggles, offering insights into what’s gone wrong in Tuscaloosa and what the future may hold for one of college football’s most storied programs.
“A decade ago, Alabama could land everyone they wanted,” Hummer said on CBS Sports HQ. “They could be like a dragon sitting on a chest of gold. There’s nothing you could do about it.
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