Five of the Biggest Sneaker Storylines of the 2024–25 NBA Season

The 2024–25 NBA season isn’t just about hoisting the Larry O'Brien Championship trophy; it’s also all-out war for sneaker supremacy. There’s more narrative threads here than Ls dished out during a Travis Scott release. From Anthony Edwards's high-stakes sequel with adidas to Victor Wembanyama’s eagerly awaited signature shoe with the Swoosh, all the superstars are stepping onto the hardwood with something to prove. Let’s break down five sneaker sagas that are set to dominate both on and off the court this season.

Victor Wembanyama’s Signature Shoe and The Rise of International Superstars

The NBA is no longer tethered to American superstars. With the rise of elite international talent, players from around the world are shaping the face of the league just as much, if not more, than their American counterparts. This also means more diversity in our sneakers. We’re going to be spoilt for choice this season when it come to worldly jawns. Luka Dončić is riding with the Jumpman, Giannis Antetokounmpo is getting freaky with the Swoosh, and Nikola Jokić just inked a deal with the little known performance brand 361°.

Among the next crop of international superstars is French wunderkind Victor Wembanyama. A synapse-snapping paradox of height and handles, Wembanyama has released multiple versions of the Air Zoom G.T. Hustle 2, but we’re still patiently waiting for Wemby and Nike to drop his first signature shoe. Earlier this year in Paris, we caught a glimpse of the design directions Wemby has been exploring with the brand. Dubbed the A.I.R project (Athlete Imagined Revolution), Wemby worked with a team of Nike designers and AI to conceive ‘the perfect shoe’. He reportedly wanted to utilise a low-profile silhouette, while the Air Unit’s fractal design was a homage to his love of science fiction films and jewellery. The design team paid particular attention to the bismuth stone Wemby wore on draft night.

The Alien's intergalactic sneaker concept was just one of many AI-powered sneakers shared at the event. We also saw streamlined footwear specifically designed for Nike athletes like Sha'Carri Richardson, A'ja Wilson, Zheng Qinwen, and Sam Kerr. Of course, it’ll be interesting to see how AI empowers footwear design in the performance basketball category more broadly in season 2024–25.

Can Jaylen Brown Go it Alone?

It requires a rather hefty pair of cojones to launch your own label. But if we’re taking bets on anyone, it’s Jaylen Brown. The 2024 NBA Finals MVP and ‘fit king debuted his brand 741 back in September, with the first model, the Rover, slated for release later this month. And by early accounts, it’s actually quite dope. Debuting in the ‘Black Moon’ colourway, this space-age star-hopper adopts a shrouded appearance with metallic oval pods scattered throughout – anyone else catching those Y2K Oakley vibes?

Jaylen Brown's relationship with major sportswear brands has been turbulent in recent years. Initially, he signed a five-year deal with adidas, reportedly worth around $1 million per year. In 2022, he made headlines as the first NBA player to join Donda Sports, only for the partnership to end a few months later after Ye (formerly Kanye West) made a series of anti-Semitic remarks on social media. That same year, Jaylen voiced his opinions over Nike’s handling of Kyrie Irving, who was dropped by Nike following Irving’s promotion of a controversial documentary. Jaylen responded on Twitter, ‘Since when did Nike care about ethics?’ Jaylen fired another shot across the bough in 2024 after he was overlooked for Team USA in favour of his Celtics teammate, Derrick White. Jaylen expressed his frustration on social media, implying that Nike had been involved in the selection process.

In terms of brand philosophy, the name 741 holds special significance for Jaylen. 7 represents spiritual awakening, 4 represents hard work, and 1 relates to new beginnings. Let’s see whether the financial figures add up later this month…

A Hard Ant to Follow: The AE 2

Anthony Edwards's adidas AE 1 was a windmill slam for Team Trefoil. Arriving in October 2023, the sleek, space age silhouette was fuelled by Ant Man’s irresistible charm, explosive game style, and adi’s locked-in marketing tactics. adidas will be feeling the heat when it comes to the all-important sequel, as they look to capitalise on the once-in-a-generation talent. We’re not expecting adidas to drop the ball here, but with constant comparisons made between Edwards and Michael Jordan, it’s worth noting that the much-maligned Air Jordan 2 actually nearly sent MJ packing to adidas. All this to say, adidas will be doing absolutely everything in their power to come up clutch for the AE2. Believe that.

Will Salehe Bembury Help PUMA Score Buckets?

In July 2024, Salehe Bembury entered into a partnership with PUMA's basketball division, PUMA Hoops. Bembury is set to design the brand’s next flagship basketball sneaker and played a major role in signing their next signature athlete, Tyrese Haliburton. There’s a lot of responsibility falling on Salehe’s shoulders, so it’ll be interesting to see whether this move puts points on the board for PUMA. It’s been a difficult few years since the Big Cat returned to the hardwood in 2018. Despite the popularity of LaMelo Ball’s signature shoe line, the Charlotte Hornets wizz-kid has faced significant issues with injury. Together with other high-profile stars on their roster including Breanna Stewart and Haliburton, PUMA will be crossing their fingers and toes for a roster of healthy athletes and some inspiring sneaker designs that cut through.

Does Kyrie Still Have the Coldest Colourways? The NBA's Shift East

Kyrie Irving has only been signed with ANTA since 2023, but he’s already proving that taste transcends logos. Yanking necks with the 'Chief Hélà' in Game 1 of the NBA Western Conference Finals, a heartfelt tribute to Kyrie’s connection to the Standing Rock Sioux tribe, the scintillating scorer has kicked off the new season with a hot hand. For the Dallas Mavericks season opener, Kyrie hooked up with renowned customiser The Shoe Surgeon for a dip-dyed edition of the KAI 1, paying homage to the history and legacy of the Dallas Mavericks. We’re not sure if anyone has a deeper bag than Kyrie’s when it comes to sneaker colourways, or layup packages for that matter…

Kyrie Irving joins the ranks of NBA players making the shift to Chinese labels. CJ McCollum, Jimmy Butler and D’Angelo Russell have all signed deals with Li-Ning, while teammates Nikola Jokic and Aaron Gordon signed contracts with 361 Degrees. In case you hadn’t noticed, the global hoops culture is shifting eastwards, so let’s see how this develops across the 2024–25 NBA season.

For more on hoops news, make sure to check out Fear of God Athletic's recent move into the Overtime Elite league.