Boardroom’s Nick DePaula breaks down the new jersey deal between Nike, NBA, and WNBA, keeping the Swoosh at the forefront of both leagues.
Nike is extending its long-term partnership with both the NBA and WNBA for another 12 years, the company revealed to Boardroom on Monday. The leading global sportswear company will continue to provide uniforms for all 30 NBA franchises, all upcoming 15 WNBA teams, and the NBA G League franchises as well.
Nike originally became the official outfitter of each league in 2017 with an initial eight-year agreement. Nike will also partner with each league across multiple platforms globally, with the renewal including a “merchandising, marketing, and content partnership.”
“I don’t think it was ever in question,” Tanya Hvizdak, Nike Vice President of Global Athlete Sports Marketing, told Boardroom earlier today. “To have an opportunity to continue to work with our league partners and continue our long-standing as No. 1 within basketball, as you start to look forward, we couldn’t be any more excited.”
The partnership will come to life through multiple pillars. The uniforms will continue to be a key component on-court, with each franchise donning a variety of “edition” jerseys that also feature prominent Swoosh logo branding across jerseys, shorts, socks, and accessories. The ongoing Icon, Association, Statement, Classic, and City edition uniform themes are expected to continue and evolve.
“You can definitely expect more from us in terms of the innovation piece and also the storytelling aspect,” Hvizdak added.
As it relates to the future plans around WNBA-related releases, Hvizdak alludes to collections and offerings that expand beyond the traditional silhouettes of jerseys and footwear.
“You’re going to see some really incredible product, inspired by our female basketball players, that hasn’t been brought to market before,” she revealed. “You’re going to see some special pieces that come out in 2025.”
In addition to the branding and design partnership that comes to life each season in the WNBA, the company and league have also built out a pipeline to impact former players as they transition from their on-court careers.
Since 2019, the WIN Program — short for “Women in Nike” — has placed former WNBA players into 24-month rotational workshops that will look to land them on a career path at Nike. A total of 72 former players have attended the program, with 58 currently full-time employees across the Nike, Jordan, and Converse brands.
“Personally, that’s one of the things that I’m most proud of us, from a brand perspective,” said Hvizdak. “Our investment in the WIN program and what careers can look like post-athletes being in the WNBA — those individuals have been an incredible addition to Nike. Their experience and the wealth of knowledge from their broad experiences that they’re bringing have been remarkable.”
Nike originally became a league marketing partner of the NBA in 1992. Since the WNBA’s inception in 1997, Nike has been a key official marketing partner.
In 2022, Nike was part of a collective of corporations that made a massive investment in the WNBA to the tune of $75 million. The company statement at the time pointed to how Nike was “more than a sponsor” of the W, rather a “strategic partner.” Newly named Nike CEO Elliott Hill echoed those same sentiments on Monday.
“We continue to bring the full power of our global reach, innovation, and genuine love for the game to power its future,” added Hill.
The NBA, WNBA, and Nike will also work together on various more strategic initiatives around the world to continue to grow the game globally and provide access to the sport for the next generation.
That includes basketball camps and programs like the Jr. NBA, Basketball Without Borders (BWB), and Her Time to Play. The brand also will continue to expand the impact of the Elite Youth Basketball League (EYBL) across the grassroots and AAU space.
There are also more extensive plans for even additional future activations and an “expanded presence” between the company, the leagues, and flagship annual events like the NBA Global Games, NBA All-Star, WNBA All-Star, the NBA Draft Combine, the WNBA Draft, WNBA Changemakers, the NBA Draft, and NBA Summer League.
As the game continues to grow, whether that be exemplified by a trio of recent NBA MVPs born outside of the US or the rush of new women’s basketball fans and record audiences that have been both watching and attending WNBA games, Nike sees the sport as evolving and expanding to new frontiers that will only continue to uplift the game.
“Those historically haven’t been where basketball has been,” framed Hvizdak. “What you’re going to start seeing us doing in the future hasn’t been where the last 50 years has been.”
Read More:
