Does Tyrese Haliburton Deserve Better From Puma?

Tyrese Haliburton’s first signature sneaker, the Puma Hali 1, was supposed to mark a turning point for the rising NBA star and Puma Basketball. But when the German sportswear brand debuted the silhouette hours before the first game of the 2025 NBA Finals, it landed with far less impact than it should have. No viral campaign. No buzz-worthy rollout. Just a few social posts were reshared from blogs and NBA media. The debut felt less like a statement and more like an afterthought, especially for a brand desperately trying to establish its presence in a highly competitive basketball market.

And the timing couldn’t have been better. Haliburton wasn’t just having a great season—he has been the story of the postseason. He was everywhere, from another All-NBA team selection to multiple clutch game-winners in the playoffs, and finally making his NBA Finals debut as the face of the Indiana Pacers. This should have been a cultural moment for Puma. But instead of meeting it with energy and vision, the brand followed his rise from the sidelines, reacting instead of leading. It begs the question: Does Tyrese Haliburton deserve better from Puma?

Haliburton Delivered a Star-Making Season

Everything about Tyrese Haliburton’s 2024-25 campaign set the stage for a signature sneaker moment. He was evolving into one of the league’s most compelling stars. His court vision, unselfish playmaking, and infectious charisma made him a league favorite. Even though there was negative press around Hali for being voted the most overrated player by 90 of his NBA peers, he has silenced the critics with his clutch shot-making throughout the playoffs.

By the time the Pacers punched their ticket to the NBA Finals, Haliburton's jersey was flying off shelves, his social media engagement had skyrocketed, and his name was front and center in NBA discourse. The alignment couldn't have been more perfect for Puma: a Finals run, a breakout star, and a signature shoe all converging at once. But while Haliburton was busy creating marketing gold on the court, Puma's lackluster promotional strategy revealed a company unprepared for their star athlete's rapid ascension to superstardom.

The Missed Rollout of the Puma Hali 1

The rollout of the Puma Hali 1 felt less like a celebration and more like a soft launch. The only teaser came from Haliburton himself, who posted a cryptic photo that barely had the heel visible. Outside of this, and again, Haliburton debuted his signature logo (which he owns himself, not Puma); there was no energy-building content around Haliburton's signature debut and no real storytelling around the design or inspiration behind the shoe. Instead, Puma waited until the literal eleventh hour, dropping a first look at the sneaker hours before Game 1 of the NBA Finals.

That's it. No major campaign launch, no comprehensive marketing blitz, no coordinated media strategy. Just a simple social media post on the morning of what would become one of the most memorable NBA Finals debuts in recent history.

The sneaker itself may be solid, but you wouldn’t know it. Salehe Bembury, the designer behind the silhouette, did more for the sneaker than Puma, as he took to his Instagram story to answer some questions fans had about the behind-the-scenes of producing Hali’s first sneaker. However, Puma's press release highlights no inspiration or storytelling about the debut Hibiscus colorway.

We also need to talk about how quickly Tyrese got his sneaker. When he entered the league, Haliburton signed with Nike and played in their shoes until the start of the 2024-2025 season. He signed his endorsement deal with Puma in October, meaning that Tyrese will be releasing a signature model with less than 12 months under his belt at the brand.

Other Brands Got It Right

While Puma may have fumbled its opportunity with Tyrese Haliburton, other brands have shown how to elevate a signature athlete during key career moments. Take Nike, for example. When Ja Morant’s second signature shoe launched, the brand had already laid months of groundwork, such as producing marketing material and making the shoe part of the NBA conversation long before it hit shelves. Despite Morant’s off-court controversies, the brand had a clear vision and campaign strategy built around his dynamic playing style and connection to Memphis.

adidas took a similar approach to Anthony Edwards, who has continued to skyrocket in popularity. The adidas AE 1 became one of the most talked-about sneakers of 2024, thanks to its futuristic design, strong rollout, and timely colorway releases that matched Edwards' rise. The brand gave fans something to get excited about, building anticipation and driving conversation before, during, and after his big playoff performances.

Compared to that, Puma's hands-off, reactive approach stands out the worst. It's not that Haliburton didn't shine; his brand didn't shine with him.

What Puma Could’ve and Should’ve Done

It’s not hard to imagine what a proper rollout for the Puma Hali 1 could have looked like. A signature sneaker tied to a breakout NBA Finals run practically writes its own campaign. Puma could have teased the silhouette and built anticipation around the release with lifestyle shoots, behind-the-scenes design footage, and more as Hali made a deeper run in the playoffs. Instead, they kept the Hali 1 in the shadows until the last minute—an odd decision for a brand that needs every bit of buzz it can get.

Puma also missed the chance to let Haliburton tell his story. He’s not just another highlight-reel player—he’s an authentic, charismatic leader who resonates with fans because he’s unapologetically himself. Whether it’s his quirky postgame interviews, anime references, or tunnel fits, there are multiple angles Puma could have leaned into to build a lifestyle narrative around the Hali 1. Even simple things like a deeper dive into his relationship with designer Salehe Bembury could’ve given the shoe meaning beyond the box.

Haliburton Has Carried The Marketing Load

While Puma's marketing team seemed to take a backseat approach, Haliburton himself stepped up as his own best marketer:

• Pre-Game Theater: Haliburton arrived at the arena carrying his new signature shoes, creating buzz and anticipation for the debut.
• Post-Game Promotion: After hitting the game winner, Haliburton put his PUMA basketball shoes on the podium during his post-game press conference and credited them for his success, saying, "The secret sauce today was these," as he gestured toward his PUMA sneakers.
• Social Media Savvy: Haliburton also promoted the shoes on social media in a viral post following the game.

What Puma's Marketing Strategy Got Wrong

With Haliburton, Puma has all the ingredients for an amazing signature sneaker rollout: a fresh face of the league, a signature sneaker designed by Salehe Bembury, and a prime-time platform in the NBA Finals. But without intentional storytelling or a long-term strategy, the Hali 1 felt like a missed connection. There was no build-up, no moment of arrival—just a quick drop and a few reshares while Haliburton was busy playing the best basketball of his life.

Instead of building anticipation with a comprehensive pre-launch campaign, Puma's approach has been largely reactive:

1. Third-Party Content Reliance: Much of the buzz around the Hali 1 has come from sneaker blogs and NBA coverage rather than Puma-generated content.
2. Late to Their Own Party: The official shoe announcement came on the same day as the debut, missing opportunities to build sustained excitement.
3. Limited Product Integration: Puma's Haliburton collection currently consists of just three products, including a simple $40 "Overrate That" t-shirt.

Looking Ahead: Can Puma Capitalize?

With the PUMA Hali 1 set to launch in September at Puma.com and select Puma retailers, Puma has a narrow window to build on the momentum created by Haliburton's Finals debut. The question remains: Will they learn from their missed opportunity and create a marketing campaign worthy of their rising star?

The NBA Finals are far from over, and fans can expect more heat from Haliburton and Puma on the hardwood. Whether Puma's marketing team can match their athlete's energy and capitalize on future moments will determine if the Hali 1 becomes just another signature shoe or a cultural phenomenon.

The Bottom Line

Tyrese Haliburton's signature shoe debut should have been a masterclass in athletic marketing. Instead, it exposed how even major brands can be caught off-guard by their own athletes' success. While Puma got the product right—the sneaker designed by Salehe Bembury features innovative design elements and NITRO performance technology—they stumbled on the marketing execution when it mattered most.

In an era where athlete authenticity and cultural moments drive brand success, Puma's understated approach to the Hali 1 launch represents a significant missed opportunity. Fortunately, they have a Finals-caliber athlete who's proven he can create his marketing magic. The question is whether Puma will be ready for the next clutch moment.

Nicholas Vlahos

Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy attending concerts and catching the latest movies. Email: nick@soleretriever.com