Joel Embiid got the last laugh in his highly publicized conflict with France. To commemorate his victory and his achievement in Team USA colors, Skechers gifted the Sixer a pair of custom SKX FLOAT “Gold Medal” sneakers. But is that the only thing he would receive from the shoe brand?
Joel Embiid signed an endorsement deal with Skechers in April of this year. Despite the secrecy surrounding the financial aspects of the deal, The process became the “face of the company’s basketball division,” Multi-year contracts are not renewed in number during the term of the contract. The company can only insert an increase in benefits or additional clauses during a renewal, once the previous term of the contract has expired. This has been the norm since Michael Jordan changed the sneaker game with Nike.
Now, in 2024, almost every player in the league has signed a contract with a shoe brand and Joel Embiid is no exception. So, no, Embiid did not sign a new contract. This was not his first contract with a sneaker brand, however. He ventured into the world of designer shoes with Adidas in 2014. While he didn’t get a specific shoe line, he took to the court wearing the Adidas Mad Bounce and the Adidas Light Em Up 2.
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After Nike, in 2018, Joel Embiid and Under Armour entered into a 5-year deal. Two years later, the UA Embiid 1 was released, the first in Joel Embiid’s signature shoe line. Historically, it had added significance as a 7-foot shoe became the first NBA center to have a signature shoeBut that wasn’t enough to please the big man as the two split in 2023.
Why did Joel Embiid leave Under Armour?
Big names in the NBA have switched shoe brands to become the face of the company. Kyrie Irving signed with Anta, which gave him the role of creative director. Nikola Jokic also moved to Chinese brand 361 Degrees after leaving Nike in December 2023. Dwyane Wade was the main name at Converse and Jordan Brand before joining Li-Ning for undisputed face value. Joel Embiid had something similar in mind when he joined Under Armour.
“When I met with Under Armour, one of the first things we talked about was that this could be more than just shoes, more than just basketball.” Embiid said after signing with UA. “I want to help change people’s lives like Luc changed mine.”
The feeling was mutual, as the $3.5 billion brand found value in the NBA MVP. “Joel is young and he’s very provocative. He has a rebellious and charismatic spirit. He’s a bit like Ali, in terms of bravado and self-confidence.” Kris Stone, Under Armour’s senior director of global sports marketing for basketball, said after hiring the center. But their relationship never progressed beyond the five-year term outlined in the contract.
Surprisingly, the UA Embiid 1 was the only shoe released in his signature line in 5 years, raising questions about whether the company was fully invested in him. He was also only featured in a commercial campaign entitled“What are the chances?” during his time with the brand.
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“From what I saw, there wasn’t a lot of Embiid merchandise, which suggests his shoes may not have been big sellers,” David Swartz, a Morningstar analyst at Under Armour, said.
The reason Joel Embiid was chosen was simple. He never really lived up to expectations. He didn’t give it a chance. LeBron James effect; it didn’t earn him the most famous name at the UA, a Steph Curry-style celebrity. Sure, his performance was a big part of reaching those standards, but a shoe deal often makes a player’s identity, which wasn’t really the case for The process. In addition to this, Brother Splash had several shoes, golf apparel, and sports accessories to his name. Embiid had none!
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So it wouldn’t be wrong to think that Joel Embiid wanted to be the bigger fish in a bigger pond. As of August 12, Skechers had a net worth of $9.51 billion, making his current partner a superior force in the sneaker market. After all, shoe deals are all about identity and legacy, right?
What do you think about the Sixers signing with Skechers after Julius Randle and Terance Mann, the first NBA athletes of the Kicks brand?
