New Balance's massive push into basketball could solidify the private sportswear brand as a global industry leader, thanks to partnerships with NBA stars like Kawhi Leonard
New Balance's reentrance into basketball is part of a deliberate approach. As Cassidy put it, the goal was not to "flood the market" with dozens of pairs and randomly selected athlete partnerships, but rather to be thoughtful about how the company would define itself in the category.
As such, New Balance's push into basketball has involved an emphasis on unique products, an original marketing voice, and partnerships with athletes who embody the New Balance value of independence. "As a private company in big public space, we are afforded the opportunity to think, act, and execute differently," Cassidy said regarding New Balance's affinity for independence.New Balance is rolling out a consumer launch of Kawhi's new signature basketball sneaker, available for purchase on August 20, in conjunction with the start of the 2020 NBA Playoffs.
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