Nike is poised to enhance its impact on basketball by extending its partnership for an additional 12 seasons. This agreement grants Nike with exclusive rights to design and manufacture uniforms and on-court apparel for the NBA, WNBA, and G League, underscoring its commitment to elevating the sport for future generations. The global extension will be complemented by innovative content initiatives, a robust focus on grassroots basketball, and the evolution of a joint membership program, which aims to provide fans with unique products, engaging content, and memorable experiences.
Nike remains a global leader in athletic wear and footwear, partnering with prestigious basketball leagues
As the foremost advocate for women's basketball, Nike is enhancing its commitment to the WNBA. Additionally, the company has extended its collaboration with the National Basketball Players Association (NBPA), solidifying its status as an official partner in supporting players and the sport.
In an official news release, WNBA Commissioner Cathy Engelbert shared her perspective on the extended partnership between the premier league in women's basketball and one of the world's most renowned sportswear brands, stating:
"Since our league’s inception, Nike has committed to a shared vision for girls and women’s basketball... Our continued partnership is an opportunity to fortify avenues for development and enhance touchpoints across our dynamic fanbase while globally showcasing the WNBA."Cathy Engelbert
Elliott Hill, President and CEO of NIKE, Inc., addressed the significance of this multi-year agreement in the previously mentioned press release, stating:
"Nike has always been more than a league sponsor — we’re a strategic partner with an unwavering commitment to growing the game, alongside the NBA, WNBA and NBA G League... Our collective power, global reach and genuine love for the game will only continue to create new pathways and opportunities for players and fans."Elliott Hill
The renewal of Nike's partnership reflects a continuation of the robust global relationship established in 2015, which focused on outfitting, merchandising, marketing, and content creation. This agreement designated Nike as the official on-court outfitter beginning with the 2017-18 NBA season, showcasing the brand's commitment to the sport. Nike has been an integral partner of the NBA since 1992, while also serving as a marketing partner for the WNBA since its founding in 1997. Additionally, the company became a marketing collaborator for the NBA G League starting with the 2017-18 season, solidifying its influence across multiple basketball platforms.
NBA Commissioner Adam Silver commented on the significant collaborative extension, stating in the official news release:
"Nike is inextricably linked to basketball and has helped fuel the growth and innovation around our sport for decades... With an added focus on youth basketball, our expanded partnership will create even more opportunities for aspiring players to learn and compete at all levels and for fans of all ages to engage with the NBA and WNBA."Adam Silver
As part of this renewed commitment, Nike intends to elevate its visibility and engagement at major league events. This initiative encompasses participation in prominent occasions such as NBA All-Star weekend, WNBA All-Star festivities, the WNBA Draft, and the NBA Draft. By enhancing its involvement in these key events, Nike seeks to cultivate stronger connections with players, fans, and the wider basketball community, thereby reinforcing its status as a leader in sportswear and innovation.