On the heels of the New York Liberty securing its first WNBA championship, Nike has extended its partnership with the NBA, WNBA, and NBA G League for another 12 years. Nike’s relationship with the NBA dates back to 1992, and its partnership with the WNBA began with the league’s inception in 1997. However, The Swoosh first became the official uniform provider during the 2017-2018 NBA season.
Newly named President and CEO of NIKE, Inc., Elliott Hill, expressed the company's commitment to growing the game alongside the leagues: “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.”
With this extension, Nike and its affiliates, including Jordan Brand, will enhance their grassroots basketball efforts and youth-focused programming. This extension also includes expanded resources through initiatives like the Jr. NBA, Jr. WNBA, and Basketball Without Borders, as well as a deeper investment in the WNBA following the news in February 2022 that Nike would become an official investor in the league.
“This partnership extension reflects our enduring commitment to growing the game, championing basketball culture and supporting the next generation of athletes,” says Sarah Mensah, President, Jordan Brand. “We put athletes, and the game, at the center of all we do, and this extension serves to further galvanize hoopers behind a shared pursuit of greatness as only NIKE, Inc. and our partners can.”
The extension will also bring new content and fan engagement opportunities, including a joint membership program that offers unique benefits and experiences tied to the NBA, WNBA, and Nike brands. Additionally, Nike will remain a key player in major basketball events such as NBA All-Star Weekend, WNBA All-Star, the NBA Draft, and the NBA 2K Summer League.
“Nike is inextricably linked to basketball and has helped fuel the growth and innovation around our sport for decades,” says NBA Commissioner Adam Silver. “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.”
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Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
