Joel Embiid returned to the court last week and led the Philadelphia 76ers to a victory over the Oklahoma City Thunder. The key moment marked Embiid's first appearance in a game since tearing his meniscus and undergoing knee surgery in late January. His performance was nothing short of spectacular, but it was the seven-time All-Star center's shoes that really caught our attention.
After months of speculation, Embiid is back wearing the Skechers SKX Float in a white, black and orange color scheme. After his contract with Under Armor expires, The Athletic reported that Embiid and the Skechers could team up in October 2023. On Tuesday, a shoe industry reporter said: Nick DePaula The current league MVP has signed a multi-year deal with the Los Angeles company to become the face of its basketball operations alongside New York Knicks forward Julius Randle and Los Angeles Clippers shooting guard Terrence Mann, reports said. Skechers did not immediately respond to a request for comment regarding the possibility of signing Embiid or its plans.
The reason for Embiid's departure from Under Armor, where he was with the team for five years, has not been officially disclosed. The longtime Sixer was reported to be dissatisfied with his own promotion and his status with the brand. During his time in Baltimore, he won the NBA MVP award for the 2022-2023 season. The most attention-grabbing advertisement for this brand during his advertising run was: what is the probability A commercial aired before the start of the 2022 season. In comparison, brands like Nike advertise relatively quickly after an athlete makes history. Nike created the “Debate This” commercial after Golden State Warriors forward Kevin Durant won NBA Finals MVP in 2017. Embiid never seemed to get the spotlight that players of his stature usually get.
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Many people view Skechers as a lifestyle brand aimed at young children, middle-aged adults, and seniors, rather than a brand that can compete in the active sports market. However, Skechers posted record sales of $8 billion in 2023, an increase of 7.7% from the previous year. These revenues put it well ahead of industry giants like Nike ($52 billion) and Adidas ($23 billion). Skechers is on par with Puma ($9 billion) and Under Armor ($5.9 billion).
Embiid's deal with Skechers also continues the brand's trend of appealing to a new generation. Corporate executive Martha Stewart and rapper Snoop Dogg recently endorsed the brand, appearing in a Super Bowl commercial. The company has also signed former Premier League star and England national team captain Harry Kane as the face of its football division. Even if Skechers doesn't have the coolness of Nike or Adidas, it's clear the money is there. That cash flow allows the company to compete with big-name brands, and the company appears to be more willing to innovate than others.
From Embiid's perspective, this reported deal is an opportunity for him to become the face of the company. He was always second to Stephen Curry in Under Armor. Embiid's signature shoe was his one. Curry made his signature line multiple pairs, established the reputation of his brand, and expanded his product range to include golf and other apparel.
Embiid and Skechers could do something similar if they decide to go in that direction.
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Looking at Skechers' current basketball offerings, Embiid's signature shoe is likely to appear, and it's definitely in a similar price range. Couple this with a great opportunity to offer a “takedown” model of Embiid's signature shoe or a cheaper model, and it's a win for all parties.
One of the key factors and possible reasons for Embiid to make this decision is the access Skechers has as a brand. Skechers is aiming for 10,000 retail stores and is in most large stores such as Academy Sports, Rack Room, Shoe Station and more. Other well-known brands are often found in the same store, but they usually have only a few models and often do not bear the well-known brand name. However, Skechers has a strong presence in these stores, especially in children's shoes.
Embiid could potentially tie the laces on a Skechers basketball model that will be in such stores in the future. If Embiid drops 50 points in a crucial playoff game, imagine what would have happened if he were wearing the sub-$100 Skechers that you can buy at Rack Room Shoes or the Shoe Station. That way, kids who look up to Embiid will have the chance to wear the same shoes he wears, and parents will be able to buy solid shoes at an affordable price.
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While Embiid's reported contract with Skechers is significant, it also signals that times have changed for athletes looking to sign with one of the three major shoe brands. Nike, Adidas, and Jordan Brand once had strong rosters that frequently featured marquee players and top NBA players. If you look at today's top players in the NBA, you'll see a lot of brands represented, from Puma to Converse to New Balance to Chinese brands like Li-Ning, Anta, and 361 Degrees. Names associated with these brands include NBA champions such as Nikola Jokic, Jamal Murray, and Kyrie Irving.
The important thing about many of these deals is that the Big Three have signed these big-name names before. Irving and Jokic signed with Nike once during their careers and then decided to sign with the Chinese brand. Jokic left Nike in December 2023 after winning the NBA Finals and joined 361 Degrees as a signature athlete with his own shoes and became a global brand ambassador. Mr. Irving's deal with Mr. Anta gave Mr. Irving the role of chief creative officer. Hall of Famer Dwyane Wade was once the face of his Converse and Jordan brands before joining Li-Nin. He has transformed his Way of Wade brand into one of the most popular Chinese brands on the court.
Embiid will reportedly join a similar brand in Skechers, indicating that a market that once had few options for significant endorsement deals is now wide open. When athletes consider where to sign, they're not just looking for signature shoes or athlete-only editions. Players are looking for bigger benefits like ownership of parts and how these deals can help them in the long run. It became less about the shoe company and more about the players and their brands.
Only time will tell what will happen from the reported relationship between Embiid and Skechers. But if what Curry got with Under Armor and what Irving built with him is any indication, Skechers and Embiid will offer a truly unique signature shoe and experience befitting a player of Embiid's stature. I have no doubt that I will.
