NBA Draft Sneaker Battle: Class of 2016 vs. Class of 2017
The NBA draft is big business on and off the floor. We know Adidas conquered the 2016 draft class, securing footwear deals with Brandon Ingram, Kris Dunn, Jaylen Brown, Jamal Murray and Dragan Bender.
Outside of Ben Simmons' lucrative Nike endorsement—a deal that has yet to realize dividends—it was a heavy Three-Stripe year in '16. This year's class appears to have flipped districts and gone back to the Swoosh party. Prior to the draft, Nike announced contractual efforts with Markelle Fultz, De'Aaron Fox, Malik Monk and Jayson Tatum, among others, per Nike News.
Our goal here is to examine which class has a better chance to impact the world of footwear. The list below looks at the actual top five picks from the 2016 draft and compares them to projected ones from '17 to see not only which class has a brighter sneaker future, but which players could turn out to be the biggest footwear stars.
2016 No. 1 Pick: Ben Simmons
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Who: Ben Simmons
Team: Philadelphia 76ers
Sneaker Deal: Nike
Nike didn't win bragging rights with the 2016 class by a signing a volume of lottery picks. The company's main moment was coming to terms with No. 1 overall selection Ben Simmons. According to reports by ESPN's Darren Rovell at the time, Simmons chose Nike over Adidas, forgoing extra cash in favor of the Swoosh emblem.
Simmons missed the entire 2016-17 NBA season due to injuries, keeping his rookie eligibility for the upcoming year. Using the assumption his collegiate play will translate over to the pro game, this haul could turn out to be earth-shaking for Nike.
There's no projection meter for if and when Simmons will get his own signature sneaker. Nike is selective about the process, so as to not water down the brand. Since 2014, only Kyrie Irving and Paul George have made that leap.
Simmons has a realistic chance to become a Nike breadwinner. He's part of a talented nucleus of Sixers, and skillwise he has enough in the tank to warrant popularity on the court. Nike may have signed fewer players in 2016, but it all will be moot if Simmons lives up to the hype.
Projected 2017 No. 1 Pick: Markelle Fultz
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Who: Markelle Fultz
Team: Philadelphia 76ers
Sneaker Deal: Nike
Not only do the Sixers have back-to-back No. 1 picks, but the two guys they'll end up with—barring a shock—have doubled down as Nike sponsored athletes.
Washington's Markelle Fultz, the smooth-scoring, step-back, stat-stuffing point guard, may very well be the best player in his class—not to mention a perfect fit for the Sixers, as Kevin O'Connor of The Ringer dished on.
Nike is banking on Fultz humming along and matching his pre-draft comparisons of a young James Harden, per NBADraft.net. Growth and leading a paramount market like Philly spells out sneaker success. Remember Allen Iverson?
Can you imagine if Simmons and Fultz both turn the corner and become gamers? It would be like Nike having the rights to Kevin Durant and Stephen Curry.
2016 No. 2 Pick: Brandon Ingram
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Who: Brandon Ingram
Team: Los Angeles Lakers
Sneaker Deal: Adidas
The Los Angeles Lakers decided to make Brandon Ingram the No. 2 pick in the 2016 draft. The wiry swing forward from Duke remains a work in progress but has flashed signs of promise during his rookie year.
Ingram was the highest selection in last year's draft to cling onto Adidas. He spent the year rocking a 2016 version of Adidas' Crazylight Boost, per Nick DePaula of Nice Kicks—a shoe worn by a hearty chunk of the Three-Stripe roster.
DePaula also notes Ingram, similar to a lot of Adidas' 2016 rookies, is being counted on for his lifestyle and fashion as well as what he does on the court. It's a strategic decision we've seen in recent days, as the brand unveiled James Harden's LS model that is hyperfocused on fashion.
The benefit of having Ingram comes down to the city he plays in and how he fits together with a young L.A. core. He has potential to help carry Adidas' youth movement and tinker with new models while standing behind the brand's biggest star, Harden.
Projected 2017 No. 2 Pick: Lonzo Ball
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Who: Lonzo Ball
Team: Los Angeles Lakers
Sneaker Deal: Big Baller Brand
There have only been a handful of rookies who have stirred up any sort of sneaker drama before entering the league. LeBron James and Kevin Durant come to mind. UCLA guard Lonzo Ball entered the conversation after his father, LaVar, attempted to change the structure of footwear deals.
The elder Ball unsuccessfully pitched brands on a collaborative effort with his family's Big Baller Brand, rather than simply signing on with Nike or Adidas, per ESPN's Darren Rovell. Now, Lonzo Ball is rocking his own ZO2 sneaker which, believe it or not, has shifted the landscape of what's possible.
In a sense, Ball is a free agent. An independent contractor. A date with the Lakers and serious production could move the needle enough to see a bidding war unfold between Adidas and Nike—not to mention Under Armour. Stay tuned for how all of this plays out.
2017 No. 3 Pick: Jaylen Brown
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Who: Jaylen Brown
Team: Boston Celtics
Sneaker Deal: Adidas
Adidas swept up Boston Celtics forward Jaylen Brown during the brand's signing binge of 2016. The high-energy forward is establishing himself as a grinder. He's developing into a promising asset for Boston, showcasing ferocity on the glass and All-Star defensive skills.
We've yet to really see what Brown can do with the ball on offense—he wasn't even a secondary option for the 2016-17 Celtics. But one thing Brown can call himself is a worker.
Similar to the jagged edges of his game, Brown's sneaker ceiling isn't established either. Selling kicks as a grinding forward isn't going to move the needle. What will bring on a sense of change is how the Celtics handle the Cleveland Cavaliers. Stars can be made by conquering other stars. Brown's marketable growth hinges on how he fares against Nike's King and Prince, LeBron James and Kyrie Irving.
Projected 2017 No. 3 Pick: Josh Jackson
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Who: Josh Jackson
Team: Boston Celtics
Sneaker Deal: Under Armour
Under Armour is banking on former Kansas forward Josh Jackson becoming their next golden goose. Behind the footwear ambitions of Stephen Curry, Jackson arrives as a prominent sidekick, according to ESPN's Darren Rovell.
Nike's grasp of the draft class freed up Jackson to shop around. UA became his home. It's a bold move all around the table—Under Armour is banking on his future, while Jackson arrives at a company with a lone footwear star.
The deal has tremendous upside and proves this class, if nothing else, is versatile from a footwear standpoint.
2016 No. 4 Pick: Dragan Bender
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Who: Dragan Bender
Team: Phoenix Suns
Sneaker Deal: Adidas
It's not a poor strategy to reach for a player layered with potential. The downside—those athletes often don't pan out. International draftee Dragan Bender came into the process without much meat to his game in 2016.
Still, Phoenix rolled the dice and selected him. To date it hasn't worked out, minus glimpses of rim protection. "Where Bender distinguishes himself from his fellow rookie teammate is his ability to at least somewhat protect the rim," Jonathan Tjarks of The Ringer discussed.
Adidas took a similar stance, inking Bender to a deal. With visions of Kristaps Porzingis all around, a contract made sense to foster an increased global presence. With Bender still struggling to find his game, the long-term plan isn't as concrete, but fortunately it's still very early.
Projected 2017 No. 4 Pick: Jayson Tatum
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Who: Jayson Tatum
Team: Phoenix Suns
Sneaker Deal: Nike
Versatility stands out when you're talking about today's NBA. You always have players capable at playing one position; the challenge in 2017 is being able to switch on defense and play positionless basketball. It's also something King James does better than anyone.
Duke's Jayson Tatum is a natural scorer. He may put the ball in the basket better than anyone in this class. He's also 6'8" with accuracy from beyond the arc and can give defenses serious issues.
Nike is relying on these traits to make Tatum a hit and extend the company's reach in 2017. Clearly, the contracts Nike handed out were aimed at players who they felt could turn the tide sooner rather than later.
2016 No. 5 Pick: Kris Dunn
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Who: Kris Dunn
Team: Minnesota Timberwolves
Sneaker Deal: Adidas
Kris Dunn wound up in a perplexing situation when the Minnesota Timberwolves selected him with the No. 5 pick in 2016. Dunn joined a convoluted backcourt with Ricky Rubio and Zach LaVine.
The Providence Friar came with plenty of experience—Dunn was a four-year player in college—but struggled to live up to the veteran hype surrounding his game.
Wolves head man Tom Thibodeau hasn't backed away from Dunn yet. "He's done a great job," Thibs explained to Jace Frederick of the Pioneer Press. "The approach has been a lot different than last year. He has better knowledge of the league; you can see it. Those are all positive signs."
Adidas' contract with Dunn was and is smart. He's either going to realize his true form—something many of us believed would happen in year one—or turn into a role player who can keep current Three-Stripe models on the court. Either way, the deal was and remains worth the dollars spent in '16.
Projected 2017 No. 5 Pick: De'Aaron Fox
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Who: De’Aaron Fox
Team: Sacramento Kings
Sneaker Deal: Nike
Until minutes are logged and games are played, we won't know who, if any, superstars will emerge from the class of 2017. However, one player that keeps popping up as a possible breakout candidate is Kentucky's De'Aaron Fox.
Fox thrived under the guidance of Kentucky head coach John Calipari. The 19-year-old guard averaged 16.7 points per game on 47.8 percent shooting. Headlining a strong rookie crop of guards, Fox can play the point position or, if needed, score from the 2-guard slot. He's a lefty with a dynamic first step.
Nike made sure Fox—along with the rest of his Kentucky family—became Swoosh members. They're banking on one of them will make it big and perhaps help move the brand into the next frontier of footwear. Fox gives Nike its best shot at success out of Calipari's crew.
Which Class Has a Better Chance to Impact Footwear?
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The truth is, having your own signature sneaker is a challenge these days. Going back to 2012, only Damian Lillard has received his own model. The rest are wearing either "player exclusive" or generic brand efforts—except Lonzo Ball, who skipped the waiting process and created his own shoe.
When you look at both classes, the educated choice is the 2017 crop. They simply have a better shot to break this trend. Between a deeper pool of talent and the publicized option of taking the Ball route—an option Markelle Fultz considered, per the Washington Post's Cindy Boren and Kent Babb—'17 feels like more of a sure thing.
This year's class is littered with Nike guys, Big Baller Brand and Josh Jackson's Under Armour strategy. It makes for better conversation and creates the chance of having more signature models emerge from the shadows.
All stats and information provided by Sports Reference, unless noted otherwise.
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