The global merchandising and marketing partnership will begin for the 2017-18 season.
“This partnership with Nike represents a new paradigm in the structure of our global merchandising business,” said Adam Silver, commissioner of the NBA, in a statement. “As our exclusive on-court apparel provider, Nike will be instrumental in our collective efforts to grow the game globally while applying the latest in technology to the design of our uniforms and on-court products.”
The reach of the agreement doesn’t stop with just the NBA. Nike, a marketing partner of the WNBA since its arrival in 1997, will have a greater presence at events throughout the season, including the WNBA All-Star Game. The brand is also now a marketing partner of the NBA Development League.
“We’re excited to bring the full power of our global reach, innovation and creativity to partner with the NBA and grow the game in a way only Nike can,” said Mark Parker, president and CEO of Nike, in a statement. “In NIKE, Jordan and Converse, we have three of the most connected brands in the world, and look forward to making the global growth of the game a successful strategy for both the NBA and Nike.”
Under the new agreement, Nike would become the first apparel partner of the league to have its logo appear on uniforms.
Adidas, the current apparel provider for the NBA, declined to renew its agreement with the league beyond the 2016-17 season.
Although Adidas was the league’s most recent apparel provider, Nike has been a presence in the game, specifically with its on-the-court shoe presence. The brand – who has been a global marketing partner of the NBA since 1992 – sponsors the league’s biggest star player since Michael Jordan dominated the league, LeBron James of the Cleveland Cavaliers. The brand has also been the footwear and exclusive apparel provider of USA Basketball since 2006.