Joel Embiid and Skechers could shake up the world of basketball sneakers

Joel Embiid returned to the court last week and led his Philadelphia 76ers to a victory over the Oklahoma City Thunder. This momentous occasion marked Embiid’s first game action since his knee surgery after injuring his meniscus in late January. While his performance was nothing short of spectacular, what truly stole the spotlight was the seven-time All-Star center’s footwear.

After months of speculation, Embiid returned wearing the Skechers SKX Float in a white, black, and orange colorway. After his Under Armor deal expired, The Athletic reported a possible Embiid/Skechers partnership in October 2023. On Tuesday, footwear industry reporter Nick DePaula reported that the current league MVP reportedly signed a multiyear agreement with the Los Angeles company to be the face of its basketball division along with New York Knicks forward Julius Randle and LA Clippers shooting guard Terance Mann. Skechers could not be reached for comment regarding a potential deal with Embiid or its plans.

There’s no officially stated reason Embiid left Under Armour after five years. It was reported that the longtime Sixer was unhappy with his promotion and standing with the brand. During his run with the Baltimore company, he won the NBA MVP award during the 2022-2023 season. The brand’s most notable ad during that run was the What are the odds commercial that aired before the start of the 2022 season. In comparison, brands like Nike turn out ads relatively quickly after one of their athletes makes history. Nike produced the Debate This commercial after Golden State Warriors forward Kevin Durant won the NBA Finals MVP award in 2017. Embiid never seemed to receive the spotlight a player of his stature typically earns.

Many view Skechers as a lifestyle brand that caters to young kids, middle-aged and older adults rather than a brand that could compete in the active sports market. However, Skechers recorded record sales of $8 billion in 2023, a 7.7% increase in year-over-year sales. Those earnings leave it far behind industry giants such as Nike ($52 billion) and Adidas ($23 billion). Skechers is in the same range as Puma ($9 billion) and Under Armour ($5.9 billion).

Skechers signing Embiid also continues the trend of the brand appealing to a new generation. Business executive Martha Stewart and rapper Snoop Dogg recently endorsed the brand and landed a Super Bowl commercial. The company also signed former Premier League star and captain of England’s national team, Harry Kane, as the face of its soccer division. It’s clear that even if Skechers doesn’t have the cool of Nike or Adidas, the money is there. That cash flow allows it to compete with big-name brands, and the company seems willing to innovate more than others.

From Embiid’s standpoint, this reported deal is an opportunity for him to be the face of a company. He was always No. 2 at Under Armour behind Stephen Curry. Embiid had only one signature shoe, the Embiid One. Curry had multiple pairs of his signature line, established his Curry Brand imprint and expanded his product range to golf and more apparel.

Embiid and Skechers can do something similar if they decide to go in that direction.

Looking at Skechers’ current basketball offerings, it is a safe bet that a signature shoe for Embiid is likely coming and will be in a similar price range. Pair that with a golden opportunity to do a “takedown” or cheaper model of Embiid’s signature shoe, and that’s a win for all parties.

One key factor and possible reason for Embiid to make the move is the access that Skechers has as a brand. Skechers is on its way to 10,000 company-owned stores and is in most big box stores such as Academy Sports, Rack Room Shoes, and Shoe Station. While the other big-name brands are often found in those same stores, there are usually only a handful of models, and frequently, there’s not a marquee name attached. Skechers, however, has a strong presence in those stores, especially kids’ shoes.

Embiid could lace up future Skechers basketball models that would end up in stores like that. Imagine if Embiid dropped 50 points in a critical playoff game wearing a pair of Skechers that retailed for around $100 or less and was available at a Rack Room Shoes or Shoe Station. That would give a kid who looks up to Embiid a chance to wear the identical shoe he wears and allow the parent to buy a solid shoe at an affordable price.

While the reported Embiid and Skechers deal is significant, it also shows that the days of athletes looking to sign with one of the big three shoe brands have changed. Nike, Adidas, and Jordan Brand used to have robust rosters that often featured the marquee names and top NBA players. Looking at the top players in the NBA today, you’ll see many brands represented, from Puma to Converse to New Balance to Chinese brands such as Li-Ning, Anta, and 361 Degrees. Names associated with those brands include NBA champions such as Nikola Jokić, Jamal Murray, and Kyrie Irving.

An essential part of many of these deals is that the big three once signed these marquee names. Irving and Jokić were once signed to Nike during their careers before deciding to go with Chinese brands. Jokić left Nike in December 2023 after winning the NBA Finals and joined 361 Degrees as a signature athlete with his own shoe and became a global brand ambassador. Irving’s deal with Anta gave him the role of chief creative officer. Hall of Famer Dwyane Wade was once the face of Converse and Jordan Brand before joining Li-Ning. He has turned the Way of Wade brand into one of the most popular Chinese brands on the court.

With Embiid reportedly joining a similar brand in Skechers, it shows that what was once a market with only a few options for a significant endorsement deal is now wide open. When athletes consider where to sign, they are not just looking for a signature shoe or exclusive player editions. Players are looking for greater benefits, such as part ownership, and how these deals will help them in the long run. It’s become less about the shoe company and more about the player and their brand.

Only time will tell what will come from the reported relationship between Embiid and Skechers. However, if what Curry has with Under Armour or what Irving is building with Anta is any indication, then surely Skechers and Embiid will deliver a truly unique signature shoe and experience worthy of a player of Embiid’s status.