NBA Opening Week Highlights Nike’s Sneaker Customization Effort


When Nike invited 24 NBA players to participate in its Nike By You opening week event, an opportunity to showcase the brand’s sneaker customization site, the inspiration for on-court style is. become intensely personal.

From a daughter’s birthday to a personal foundation, a favorite animal, freshman teams, multitudes of mothers, high school team colors, bible references and hometowns, inspiration for personalization sees no limits. And that’s exactly Nike’s goal to outfit 24 of its youngest NBA athletes in custom Nike By You designs for the first week of the 2019-20 NBA season.

Nike has expanded a program launched last year after the NBA lifted its color restrictions to use “even more figures to tell their stories through their unique designs and build excitement around opening week.” , said Les Green, senior marketing director of Nike By You. .

The Nike By You platform, available online on the company’s website, currently offers five iconic basketball models, the Nike Zoom Freak 1, Nike Zoom KD12, PG3, Kyrie 5 and LeBron Soldier XIII. . Green says each shoe resonates with a different consumer for different reasons, whether it’s the style of play, the connection to the iconic athlete, or even the ability to customize each sneaker, but all five models have proven to “attract consumers. to personalize more and more each year. “

Without disclosing the percentage of basketball sneaker sales sold on the site through the personalization portal, Green says the effort is to give consumers the opportunity to experience and tell personal stories. “More and more consumers want to create something more personal,” says Green. “Nike By You is a personalized service that empowers all athletes to be creators and to express themselves in the most authentic way on and off the court.”

Nike wanted to use its market share in the NBA to get consumers on this bandwagon, showing how NBA players started their shoe design journey with a blank canvas that ended with a personal design full of custom logos, characters and colors.

Green said that as the personalization side of the business continues to grow year on year, basketball is proving to be a major driver. Last year’s nine rookie and sophomore players participating in the program have led to 24 players this year, all working on the Kyrie 5, KD12, PG3 or Zoom Freak 1.

• Kosta Antetokounmpo, Los Angeles Lakers, adopted the word heritage and used purple to match the team colors.

• OG Anunoby, Toronto Raptors, felt that a mosaic of contrasting colors provided a strong start to the season.

• Mikal Bridges, Phoenix Suns, designed to support her mother, using soft purple and yellow and her mother’s initials on the tongue.

• Miles Bridges, Charlotte Hornets, used colors based on her favorite animal, the gorilla. Her son’s birthday is also included.

• Bruce Brown, Detroit Pistons, lets country music be his guide in choosing colors.

• Jalen Brunson, Dallas Mavericks, used his personal mantra, “The Magic is in the Work” with the team colors.

• Donte DiVincenzo, Milwaukee Bucks, paid tribute to his mother and their motto, “Stay True”.

• De’Aaron Fox, Sacramento Kings, included details of his foundation in the design.

• Darius Garland, Cleveland Cavaliers, lets bright red show the attention he has given to him since he was young and reminds him to stay humble.

• Jaxon Hayes, New Orleans Pelicans, took inspiration from the navy blue and gold of his freshman basketball team.

• Tyler Herro, Miami Heat, chose bold color blocks filled with personal details.

• De’Andre Hunter, Atlanta Hawks, used the colors of his childhood gym and his personal motto, “Skills Ove Politics”.

• Chandler Hutchinson, Chicago Bulls, printed “Underdog” on his shoe and paid tribute to his high school coach using his high school team colors.

• Jonathan Isaac, Orlando Magic, paid tribute to Orlando fans by designing a shoe in the team colors.

• Jaren Jackson Jr., Memphis Grizzlies, wanted to show his energy through color, as well as the phrase “Much required, a lot given”.

• Ja Morant, Memphis Grizzlies, combined the colors of different teams throughout his career, which helped him enter the NBA.

• Josh Okogie, Minnesota Timberwolves, featured technicolor themes to highlight the energy he aims to bring to every game.

• Royce O’Neale, Utah Jazz, linked his design to both his family and his love of candy.

• Cam Reddish, Atlanta Hawks, used old team colors to design his shoes.

• Jerome Robinson, Los Angeles Clippers, adopted earthy tones to highlight the hobbies of camping and hiking.

• Collin Sexton, Cleveland Cavaliers, wanted to remember to “move with a goal” and used bright colors to do so.

• Ben Simmons, Philadelphia 76ers, let the colors of the Australian Aboriginal flag inspire his design.

• Anfernee Simons, Portland Trailblazers, mixed the colors of various teams he played for, then used his hometown zip code.

• Brad Wanamaker, Boston Celtics, told the story of playing in France, Germany and Turkey by showcasing multiple colors in his sneakers.


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