The Next Generation of Signature Sneakers in 2025

While signature shoes are now a mainstay in the industry, the idea of building a product specifically for an individual athlete used to be preposterous and too narrow. Then Michael Jordan and Nike rejected this premise, flipping the industry on its head and dominating with the once scoffed-at strategy. Through marketing, signature shoes provide a way to connect wearers with their favourite players and be like them in a tangible way. Instead of selling the shoes, the brands switch and sell the idea of the athlete – with the athlete's signature, they too can shoot, serve, and ollie the way they do. Signature shoes are now an essential element of brands’ blueprints as they don’t want to miss the boat on the next Michael Jordan or Kobe Bryant. Future signature opportunity is now a driving factor in athletes’ sportswear endorsement partner decisions and some fresh faces will see those opportunities realised in 2025.

A'ja Wilson Finally Gets Her Due

A’ja Wilson is a three-time WNBA MVP, two-time WNBA Champion, and six-time All-Star. She boasts the league record for single-game scoring, has led the league in blocks three times, oh, and she is a gold medalist and an NCAA champion as well. She is undisputedly the best player in the WNBA, yet her resume lacked one thing: a signature shoe. It was inconceivable that a player of her calibre had not received this opportunity; however, Nike finally revealed the A’One after over two years of meticulous craftsmanship. The performance sneaker is finely tuned to level up her game (if that’s even possible given her dominance), as it features Cushlon ST2 foam and a reimagined traction pattern. The sneaker is also rich with easter eggs that celebrate her family and it will be released alongside an apparel collection highlighting her signature style. The launch colourway ‘Pink A’ura’ will be available in May 2025.

Lamine Yamal Graduates as a Signature Athlete

Lamine Yamal is dominating the competition as one of the world’s best soccer players at just 17 years old. The Spanish-born athlete has played for Barcelona since he was 16 and became the youngest player ever to start a La Liga game. He signed with adidas in 2024 and the Three Stripes released his first-ever signature F50 boot to celebrate his high school graduation. The laceless version is adorned in pink and purple hues, crowned with gold trim and has his 304 logo, which is the area code of his hometown, replacing the standard F50 logo. His initials ‘LY’ also appear on the sole plate. Yamal is on track to become the world’s best player by the time he is 21 and has received his first signature boot after only being with adidas for a year – safe to say there could be more coming in 2025.

Marta Kostyuk Delivers High Performance Women's Tennis Shoes

While still early in her career, Marta Kostyuk already boasts a career-high world ranking of 16 and has won a singles title and two doubles titles. She made waves in the tennis world when she signed with Wilson as their first-ever head-to-toe tennis player in 2023, and the duo has recently announced the Wilson Intrigue. The Intrigue is a high-performance tennis sneaker created exclusively for women, and while it is not billed officially as a Kostyuk signature, it was created in collaboration with her and developed based on scans of her feet. The two worked very closely on the details to ensure it helps female tennis players move quicker and with more agility. The Intrigue also uses three technologies never seen in a shoe before: Ultrashield, a lightweight mesh, FootFrame, a laces-integrated support system, and a SwiftStep sock liner that brings cushioned foam closer to the foot by designing it into the footbed. With the Intrigue, Marta Kostyuk and Wilson deliver a revolutionary new sneaker in the women’s performance footwear space.

No Longer a Rookie: Caitlin Clark

Caitlin Clark’s rookie year in the WNBA broke more records than basketball-reference.com can list, and her on-court dominance has galvanised the support of the league like never before. The average WNBA game attendance was just under 10,000 this year, which is the highest it’s been in twenty-two years, and Clark’s Indiana Fever games average attendance of over 16,000. The long-range sharpshooter also broke a record off the court when she signed an eight-year, $28 million endorsement deal with Nike, which includes a signature. Earlier this year, Nike CEO Elliott Hill confirmed Clark's signature is in development, and although little to nothing is currently known, one thing is for sure, Caitlin Clark lights up the scoreboard and will soon be lighting up the revenue reports too.

Andrew Reynolds Flips the New Balance 993

New Balance’s rise has been well documented, with their accelerated growth making them one of the hottest brands in the industry. With this newfound energy, they’ve expanded their reach and further developed a dedicated home for skateboarding: New Balance Numeric. To set them off down the half-pipe, they are set to release a brand new signature model with Andrew Reynolds later this year dubbed the Numeric 993. The legendary skateboarder, who founded and owns Baker Skateboards, took the DNA of the New Balance 993 and altered it to feature a retooled upper suitable for skateboarding, a flatter sole for increased board feel, and ABZORB cushioning for impact protection. Per New Balance and Reynolds, the NM993 is set to be released in April 2025.

Vinícius Júnior Is Primed to Score

Vinícius Júnior currently leads one of the best teams in the world, Real Madrid, and he also happens to be good friends with someone else on this list: SGA. He has a unique personal style and is a certified sneakerhead, so his partnership with Nike was a no brainer. Last year, he debuted Air Max Plus 'Sunset ’-inspired soccer boots and Nike then blessed him with his own design soon after. First appearing in December 2024, Vini showed up in a pair of white-and-silver Mercurial Vapor 16 boots given to him to celebrate being named the 2024 FIFA Best Player. The soccer boots bear his initials and number on the tongue, and a sparkly silver Swoosh covers the uppers. These are expected to remain a Vini exclusive as a memorial of his achievement, but more boots could be on the way from Nike and the soccer star.

Shai Gilgeous-Alexander Shoots for Converse

The duality of Shai Gilgeous-Alexander’s mystique is blended in his upcoming debut signature sneaker, the Converse SHAI 001. SGA’s meteoric rise finds him firmly at the top of the NBA MVP ladder, as the GQ stuntin’ and 30-piece droppin’ superstar is on pace for one of the most statistically impactful seasons of all time. Known for his audacious fits and deadly midrange game, he is an unstoppable force on and off the court. Unveiled during NBA All-Star Weekend, the SHAI 001 is inspired by SGA the person not just the basketball player. The sneakers are based on sketches he drew himself and look like nothing else in the Converse line. Empowered by the creative freedom Converse provided and equipped by Nike’s innovation, SGA is set to deliver a standout first signature shoe. The initial colourway, ‘Butter’, is set to be available later this year. Until then, keep your eyes glued to the game, you don’t want to miss a minute of Shai’s masterclass.

For more on signature sneakers, check out the history of women's signature basketball sneakers.