In a significant shift within the basketball footwear landscape, Serbian NBA superstar Nikola Jokić has inked a deal with Chinese sportswear brand 361°, departing from his longstanding association with Nike. This move comes after Jokić's exceptional performance over the past few years, highlighted by leading the Denver Nuggets to an NBA Championship and earning the Finals MVP title.
Jokić's eight-season journey with Nike saw him become a prominent figure in the brand, mainly through his role in promoting the GT Jump line over the past two years. His transition to 361°, as reported by Nick DePaula, signifies a new era for the player, both in terms of brand alignment and global recognition.
In joining 361°, Jokić is set to become a "leading global face of the Chinese brand," a role that aligns him with his Denver Nuggets teammate Aaron Gordon, who is also affiliated with the brand. This partnership indicates a strategic move by 361° to strengthen its presence in the global sports market, leveraging Jokić's international appeal and on-court success.
Jokić's first appearance in 361° gear was notable. In his debut game after the signing, he laced up a high-top version of the Big3 Future CQT. This model is not yet available to the public, contrasting with the currently offered low-cut version. This exclusive footwear choice showcases Jokić's style and hints at potential future offerings from 361° in collaboration with the NBA star.
A player of Jokić's caliber opting for a brand like 361° over more established Western brands may encourage other athletes to explore similar opportunities. This partnership underscores the growing influence of Chinese sportswear brands in the global market and their ability to attract top-tier athletes as brand ambassadors.
As Jokić continues to excel on the court, his influence as a player and a brand ambassador will be intriguing to watch. This deal with 361° is not just a personal milestone for Jokić but also a significant moment in the world of sports endorsements, marking the rise of new players in the global sportswear arena. Download the Sole Retriever mobile app for more updates on the latest happenings in sneakers and streetwear.