Over the last few seasons, Joel Embiid has become one of the best players in the modern NBA, arguably even the best. With two scoring titles and the 2023 MVP award to his name in the last three seasons, he has truly dominated the league. Therefore, it comes as no surprise that Embiid is considered one of the most marketable players in the NBA. And it appears that he’s capitalizing fully on his market appeal.

The Athletics’ Shams Charania recently broke the news that “Joel Embiid has signed a multiyear endorsement contract with Skechers to become the face of the company’s basketball division.” Embiid will become just the third player after Julius Randle and Terence Mann to sign an endorsement deal with Skechers. Embiid was even seen wearing a pair of Skechers basketball shoes during a game against the OKC Thunder. Before signing with Skechers, Embiid represented American sportswear manufacturer Under Armour with his signature shoe line.

Apart from basketball, Skechers has made strides in other sports too. Soccer stars like Bayern Munich’s Harry Kane and Arsenal’s Oleksandr Zinchenko are known to represent the brand. Meanwhile, Matt Fitzpatrick and Brooke Henderson join from the golf team. Signing Joel Embiid is a huge coup for Skechers, especially considering that major players like Nike, Adidas, and Jordan Brand were all in the running for his signature.

Skechers is likely to see a notable increase in market share within the sneaker industry following the addition of Joel Embiid. He possesses a level of influence and appeal that few other athletes can match. Fans will have the chance to catch a glimpse of Embiid’s new sneakers at the 2024 Paris Olympics, where Embiid will be representing the USA. Skechers’ acquisition of Embiid will surely have a huge impact on Nike’s revival plan this summer.

Victor Wembanyama leading Nike’s revival plans

Nike has faced challenges in recent quarters, experiencing a loss of market share due to underwhelming sales figures. However, financial analysts at Bank of America may have predicted an uptick in Nike’s financial performance, as they have moved Nike from the “neutral” category to the “buy” category. According to securities analyst Lorraine Hutchinson, this shift could be attributed to several “key catalysts,” with the primary one being the anticipation surrounding the 2024 Paris Olympics.

The NBA’s rising star Victor Wembanyama would play a huge role in Nike’s revival. Many feel that Wembanyama is the next big thing in basketball, and Nike wants to position themselves to capitalize on Wemby’s growing appeal as a superstar. During a three-day convention held at Palais Brongniart, Nike revealed 13 different versions of their new A.I.R (Athlete Imagined Revolution) concept.

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The A.I.R basketball sneakers prototype was created under the name and recommendation of Wembanyama. Furthermore, soccer cleats were created under Kylian Mbappé’s name while Sha’Carri Richardson was the inspiration behind track and field shoes. So, looking at the superstars involved during the promotion, Nike holds Victor Wembanyama in high regard as it prepares to beat the setback.