The NBA Sneaker-Deal Fantasy Draft
The end of the NBA Finals means the beginning of NBA draft hysteria. You can already see the major storylines brewing. Will there be a trade for the No. 1 overall pick? Where will UCLA's Lonzo Ball be selected? Will LaVar Ball make a scene if the Los Angeles Lakers pass on his son?
With draft frenzy expected to soon reach its peak before the June 22 extravaganza, we wanted to explore the prospect of having a draft specifically for sneaker brands. If every shoe contract was voided and brands were able to select NBA superstars via a draft, what order would players be taken?
The rules of this B/R Kicks sneaker-deal fantasy draft are simple: Anyone selected must be in the NBA and under contract for a basketball sneaker. Doesn't matter what team, doesn't matter what brand.
Each selection was based on a combination of sneaker sales, player marketability and potential. What players should brands want on their roster/in their kicks the most? Read below to find out.
Pick No. 1: LeBron James
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LeBron James remains the NBA's golden goose when you break down footwear sales. According to Kurt Badenhausen of Forbes, James sits atop the NBA's list of best sellers for 2017. When you pile on the $340 million he sold in 2014, the numbers become staggering.
James would do wonders for any brand awarded the luxury of signing him. It's logical by any financial or impactful measurement—his jersey is currently the second-highest selling on the NBA Store—that a footwear company would flourish under his leadership.
He's the strongest sneaker ambassador since Michael Jordan, having inked a lifetime deal with Nike rumored to be worth in excess of $1 billion, per GQ's Mark Anthony Green. There's no reason why anyone should be selected before the King.
Pick No. 2: Stephen Curry
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The No. 2 pick in the draft for any brand would be the Golden State Warriors guard Stephen Curry. The proof is in the three-point pudding.
Curry's ascent from Nike benchwarmer to Under Armour tastemaker came on the heels of the Golden State Warriors' run to three straight NBA Finals. He now owns the No. 1 selling jersey in the NBA, per the NBA Store's count, and has helped elevate a relatively unknown basketball commodity into a legitimate player.
Curry's marketing appeal and robust footwear sales—he's ranked No. 3 for the 2016-17 season alone, per Badenhausen of Forbes—would give any sneaker brand a lifetime star. You could argue for Kevin Durant here, but Curry's ascent has been too prominent to avoid. He belongs at No. 2.
Pick No. 3: Kevin Durant
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Nike's boldest athlete not named LeBron James is the man who usurped Bron as the MVP of the NBA Finals. Kevin Durant has shifted from hero to villain in the eyes of the NBA public, but that hasn't prevented the Slim Reaper from being a marketer's dream.
Footwear sales remain steady for KD. In 2014, Durant sold $195 million worth of Nike product—second only to James' $340 million. His first season with the Warriors pegged KD at No. 4 behind James, Kyrie Irving and Stephen Curry, per Badenhausen of Forbes, in terms of sales.
Simply put, Durant is an established global commodity. Adding the recent ring-winner to a portfolio outweighs betting on the future prospects of similarly ranked players. KD would spark any line in a significant way.
Pick No. 4: Kyrie Irving
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The reality in sneakers has been the man sells the shoe. LeBron James, Kevin Durant and Kobe Bryant can attest to this. However, there's a segment of the market that focuses on price and design. Putting those two features into play, Kyrie Irving's Nike offerings have sold remarkably well.
Putting a distinction between Irving's sales and his organic impact is tough to measure. Nike's influence made him a signature star in 2014, and the pricing matrix used to accompany his kicks was smart. It's elevated the Cavs guard to the second-most sneakers sold in 2016-17, per Badenhausen of Forbes.
Even with prevalent stars and MVP candidates still on the board, it would be crazy for any brand to pass on Irving at No. 4. He's a proven winner, can move units and plays alongside the best player in the world.
Pick No. 5: James Harden
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At Pick No. 5, Houston Rockets guard James Harden makes good business sense. He's in the thick of a 13-year, $200 million deal that brought his services over to Adidas in 2015.
The sheer volume of money he received has been part of a growing trend within the marketplace. Harden's now the most important Adidas signing since Kobe Bryant joined the ranks in 1996.
The plan set in motion by Adidas has worked. Harden's ranked No. 5 in sneaker sales with the Harden Vol. 1, according to Badenhausen of Forbes, and it's just Year 1 of this endeavor. Seeing his footprint after just one model makes avoiding the Beard with Pick No. 5 illogical.
Pick No. 6: Russell Westbrook
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If the draft fell this way, it would be smart for any company to secure the footwear rights of Oklahoma City Thunder guard Russell Westbrook. A current staple of Jordan Brand—and the face of the Air Jordan line—Westbrook has carved out a spot in the MVP conversation. He's also an off-the-court fashion staple.
Between his personal line of casual kicks and his explosive on-court play, Westbrook has enough clout in the marketplace to stir up sales. Though we haven't seen what an on-court Westbrook model would look like thanks to his Jordan loyalty, his persona is enough to shake up the industry.
Pick No. 7: John Wall
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Washington Wizards guard John Wall is a superstar by any definition of the word. He's turned the 2016-17 season into his playground, averaging 23.1 points, 10.7 assists and 4.2 rebounds per game.
Haley O'Shaughnessy at The Ringer took a deep dive into why Wall has played the last two years without a sneaker deal. Essentially, he's waiting for big dollars on the heels of James Harden's megacontract.
This would open the door for any brand to secure Wall's services. They could fill a superstar position and turn Wall—who's taken a step forward—into a fresh face. Plus, it helps he's also had sneaker deals with Reebok and Adidas, proving there is a market out there that's been previously exposed to a John Wall product.
Pick No. 8: Kawhi Leonard
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San Antonio Spurs forward Kawhi Leonard is the final pick of the NBA sneaker-deal fantasy draft, stepping over current Nike athlete Paul George.
The MVP candidate and silent man for the San Antonio Spurs is as good as it gets in NBA terms and a sneaker star in the making. He's the face of the Gregg Popovich's franchise, helping the traditionally veteran roster establish a younger personality. Leonard also has flown under the radar for Jordan Brand, sporting "Player Exclusive" models of classic MJ kicks as well as recent Air Jordan offerings.
Like his real-life NBA draft stock, Leonard would be overlooked in a sneaker draft. Too many established names on the board before him would have to be selected. But whichever brand found themselves with the No. 8 pick would reap the long-term rewards of having this superstar on their roster.
Leonard has the sixth-highest selling jersey in basketball, per the NBA Store. He's the best player in San Antonio and works with a coach who always has his team prepped for a potential title run—championships equate to sales.
Though George has his own sneaker, Leonard's upside remains higher. Jordan Brand—or any company for that matter—needs to take advantage of his quiet marketability in the footwear realm.
All stats and information provided by NBA.com, unless noted otherwise. All sneaker information and news provided by Nike News and Adidas News, unless noted otherwise.
