Does Nikola Jokic Mega Deal Expose a Chinese Threat to Nike, Jordan and Other Sneaker Brands?

As children, we always dream of owning a pair of Jordan sneakers. Coming athletes envision signing a shoe deal with the Swoosh or Adidas the two powerhouses in the realm of sports. If we look at the NBA landscape, most superstars, those who have achieved legendary status work with these two giants. However, in recent times we are seeing players migrate to distant shoe brands. The most notable could be Kyrie Irving joining Anta after being dropped by Nike. Now, even two time MVP Nikola Jokic has tied his legacy with a Chinese sneaker brand.

To clarify, Jokic wasn’t a sneaker-free agent at any time until now. As recent as a few games back, the Joker was wearing Nike sneakers. He was the face of the G.T. Jump series. Nike made exclusive pairs for the Serbian star, some honoring his NBA championship and even ones glorifying his infamous ‘Joker’ nickname.

Once he finally rose as arguably the best player on the planet. a signature sneaker line seemed imminent. However, even after two MVP’s, a Finals MVP, and numerous historical milestones, Nike didn’t offer Jokic the upgrade. So after eight long years, he has decided to have a sneaker heritage of his own. The ones who will introduce the revolution are 361.

Nike deserted Nikola Jokic despite his successes

There really isn’t much that Jokic didn’t manage to achieve in his NBA career. He asserted himself as the best player in the NBA for two seasons in a row. Jokic even won the Nuggets their maiden NBA title, an achievement I still feel doesn’t get the appropriate recognition it deserves. Also, he is a generational talent, someone who has transcended the stereotypes set for a five in basketball.

If anything, Nikola Jokic might have set the blueprint for the younger centers who look up to him. He isn’t the most athletic, he doesn’t wow with his athleticism, he doesn’t have an appealing physique, but even then he manages to school some of our favorite NBA superstars. Jokic reeks of elegance in his game. On the floor, his vision is sharp almost instantly catching an open man. Additionally, his gifts as a scorer make him unflappable to most defenses.

In the past few years, Nikola Jokic reached new heights of stardom. If you look at it, he has all the tools to be a marketable character. He is an international player who is adored for his humourous and easygoing character. He is a loving husband, a father, and a basketball genius.

Drafted during a Taco Bell commercial, his story is inspirational and one that delivers hope to aspiring future basketball players. It was a no-brainer that Nikola Jokic deserved more recognition. Sadly, just like Stephen Curry, Nike let another revolutionary star walk out of their doors.

The Joker is the new face of 361

While the 2022 NBA Finals MVP was long due a signature line, he still stuck with Nike for eight years. In fact, he was a Nike athlete before the Nuggets’ most recent clash. However, the tide has finally turned. The great man from Serbia will launch his sneaker legacy with 361, a popular Chinese sneaker brand.

He isn’t the first to represent them. In fact, he isn’t even the maiden Nuggets star to join them. Highflying forward Aaron Gordon was the first when he partnered up with 361 in 2020. Since then, he has been their headline athlete. His latest sneaker, the AG4 debuted only a week before Jokic’s signing.

READ MORE-Nikola Jokic Joins Nuggets Legends Carmelo Anthony and David Thompson for Astonishing Feat

Now, the Joker will take over as the head of the brand for the basketball division, something that wasn’t possible in Nike due to the presence of well-established stars such as LeBron James and Kevin Durant. He shook up the sneaker industry by signing a multi-year deal with the brand. It was an unconventional path to take for a star of his stature. However, it’s Nikola Jokic, when has his career ever been ordinary?

But even with such a glamourous upgrade to their current line, can 361 realistically damage or threaten the likes of Nike?

Nike, Adidas, and Under Armour will remain unaffected

Maybe for a split second, you may think Nikola Jokic can overthrow Nike. The presence of a modern-day superstar who is regarded as the best player might shift the balance. However, brands like Nike, Adidas, and Under Armour now boast a legacy and it is far ahead of 361. No offense to the brand, but it has only just begun serving NBA players. It pales in comparison to the history of the top sneaker brands.

Since Michael Jordan stepped into Nike, they became global titans. The same was true with Stephen Curry on Under Armour and James Harden for Adidas. Apart from their vibrant history, these brands are quick to hire the next coming of a superstar, preferably one who resides in the USA.

A fine example is Anthony Edwards, who recently introduced his very own line with Adidas. Or even take the case of Ja Morant, who Nike were quick to take on as a replacement for Kyrie Irving. In the sports landscape, landing a deal with these companies is a dream many salavate for. Then even if brands like 361 offer stupendous amounts of money, a single contract from Nike, Jordan, Adidas, or UA is enough to overpower it’s significance.

But nothing’s to say that Nikola Jokic could be the start of something big. He is the first real superstar to align with a distant brand. Could he be the beacon that attracts others? Let’s be honest, crazier things have happened.