The NBA is probably one of the biggest sports leagues in the world, but it goes beyond just basketball and the athletes. Although it revolves around basketball, it is also known for its deep connection with the world of sneaker culture. For one, reigning MVP of the league, the Sixers‘ forward Joel Embiid signed a deal with well-known sportswear company Under Armour in 2018. In September 2020, UA debuted an Embiid-exclusive sneaker.

This aside, there was word getting around of an Embiid endorsement deal with Skechers. This would make him the first NBA player to represent Skechers in the basketball world. Skechers selected him to be the first player to endorse. They chose him to represent the company in basketball as part of their plans to launch a new division for shoes and apparel related to basketball. But it looks like Embiid isn’t holding up his end of the deal because he is still wearing UA shoes.

The deal hasn’t been finalized

To get to the bottom of this, we need to understand that Embiid’s deal with Sketchers is still being finalized and hence hasn’t been made official yet. Despite this, Embiid did show up to one of the Sixers’ practices wearing Sketchers‘ basketball shoes. The brand representatives accompanied him to gather feedback. However, after the deal is completed, Embiid will begin wearing Skechers shoes during NBA games.

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It is expected that Embiid will officially join Sketchers in November. As he now stands, it looks like his deal with UA, which was signed in 2018, will not be renewed. And so he will be changing alliance and joining Sketchers as their first basketball representative. There might be an underlying reason for Embiid leaving UA, a once well-thought-out and optimistic venture that he undertook.

As it so happens, UA has another huge NBA star under their wing. With 4X NBA Champion Stephen Curry in the frame, Embiid must have probably felt that he was being overshadowed and wanted to go searching for greener pastures.

Therefore, Embiid’s inclination toward being the face of a brand seems rational and understandable. For now, we are waiting for Sketchers to finally release Joel’s signature shoe collection.

What are your thoughts on the Embiid-UA collaborate? Let us know in the comments below.

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