NIKE, Inc. has once again solidified its position as the global leader in basketball with the announcement of a 12-year contract extension with the NBA, WNBA, and NBA G League.
This extension confirms NIKE’s status as the exclusive on-court uniform and apparel provider for these major leagues, showcasing its unwavering commitment to growing the game and supporting players and fans alike. As the partnership continues, NIKE aims to introduce innovative programs and expand its influence in grassroots basketball.
A 12-Year Partnership to Shape Basketball’s Future
The newly signed 12-year agreement between NIKE, Inc. and the NBA, WNBA, and NBA G League marks a significant milestone in the brand’s history. NIKE will retain exclusive rights to design and manufacture the official uniforms, on-court apparel, and fan merchandise, further enhancing the connection between the brand and the basketball community.
“Nike has always been more than a league sponsor — we’re a strategic partner with an unwavering commitment to growing the game, alongside the NBA, WNBA and NBA G League,” said Elliott Hill, President and CEO of NIKE, Inc. “Our collective power, global reach and genuine love for the game will only continue to create new pathways and opportunities for players and fans.”
Focus on Innovation and Grassroots Development
One of the most exciting aspects of this extension is NIKE’s dedication to grassroots basketball. Through this partnership, the brand will introduce programs that prioritize accessibility and scalability, making top-notch coaching, training, and on-court development available to youth across diverse backgrounds and abilities. Initiatives like the Jr. NBA/Jr. WNBA and Basketball Without Borders will play a key role in fostering the next generation of basketball stars.
NBA Commissioner Adam Silver praised this move, stating, “Nike is inextricably linked to basketball and has helped fuel the growth and innovation around our sport for decades. With an added focus on youth basketball, our expanded partnership will create even more opportunities for aspiring players to learn and compete at all levels and for fans of all ages to engage with the NBA and WNBA.”
Deepening Investment in the Women’s Game
NIKE has long been a champion of women’s basketball, and this partnership extension reflects its continued support of the WNBA. The brand is not only focused on growing the women’s game but is also committed to creating more opportunities for female athletes and increasing the visibility of the WNBA on a global scale.
“Since our league’s inception, Nike has committed to a shared vision for girls and women’s basketball,” said WNBA Commissioner Cathy Engelbert. “Our continued partnership is an opportunity to fortify avenues for development and enhance touchpoints across our dynamic fanbase while globally showcasing the WNBA.”
Strengthening Ties with the NBPA
In addition to its work with the NBA and WNBA, NIKE has also extended its group license agreement with the National Basketball Players Association (NBPA). This extension positions NIKE as an official partner of the NBPA, solidifying its role in supporting players both on and off the court.
NBPA Executive Director Andre Iguodala expressed excitement about the continued collaboration, saying, “We’re excited to renew our partnership with Nike and continue to showcase our players’ efforts on and off the court. This partnership highlights the reach, influence and impact of our members, driving basketball fandom and inspiring millions of people around the world.”
Expanding Fan Engagement
Beyond the court, NIKE plans to engage basketball fans on a deeper level by expanding its membership programs. These initiatives will offer fans exclusive products, content, and experiences, further strengthening the connection between the brand and the sport. From the NBA Global Games to NBA All-Star Weekend, NIKE’s presence will be felt across marquee events, ensuring fans have a front-row seat to all the action.
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A Legacy of Partnership
NIKE’s relationship with the NBA dates back to 1992, and since then, the brand has played a pivotal role in shaping the sport’s culture. The original eight-year partnership, signed in 2015, marked NIKE’s debut as the official on-court outfitter for the 2017-18 NBA season. Since then, the brand has become synonymous with basketball excellence.
“This partnership extension reflects our enduring commitment to growing the game, championing basketball culture and supporting the next generation of athletes,” added Sarah Mensah, President of Jordan Brand. “We put athletes, and the game, at the center of all we do, and this extension serves to further galvanize hoopers behind a shared pursuit of greatness as only NIKE, Inc. and our partners can.”
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Fostering the Future of Basketball
As the partnership moves forward, NIKE, along with the NBA, WNBA, and NBA G League, is poised to continue its legacy of basketball innovation and growth. Together, they will implement new programs designed to make youth basketball more accessible, create opportunities for player development, and ensure that the game thrives for generations to come.
Through collaborations like Nike Elite Youth Basketball League (EYBL) and expanded player health and development initiatives, the future of basketball is brighter than ever. NIKE will also maintain its strong presence in key events, such as the NBA All-Star Weekend, the WNBA Draft, and the NBA G League Fall Invitational.
The extension of this landmark partnership solidifies NIKE’s position as the undisputed king of basketball, with its influence continuing to shape the game both on and off the court. With this 12-year deal in place, basketball fans and players can look forward to a future where innovation, inclusivity, and excellence remain at the forefront of the sport.
