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New Balance and NBA announce multi-year global deal

The National Basketball Association and New Balance have announced a multi-year agreement that will make the global sportswear brand an official marketing partner of the league.

As part of the deal, New Balance will create authentic broadcast, digital, and retail content featuring New Balance-sponsored athletes in their respective NBA uniforms and team logos. Terms were not disclosed.

The relationship will officially tip off with New Balance’s We Got Now global brand campaign featuring Los Angeles Clippers superstar Kawhi Leonard, airing during the Denver Nuggets at Clippers game on February 28 on ESPN.

In addition to Leonard, the New Balance roster of basketball endorsers features 2019 first-round NBA Draft pick Darius Bazley and 2016 first-round NBA Draft pick Dejounte Murray.

“New Balance officially re-entered basketball when NBA Finals MVP Kawhi Leonard walked on court for the NBA All-Star Game in 2019,” said Chris Davis, vice president of global marketing at New Balance.  “Now, one year later, we are excited to further solidify our position in the global basketball community by collaborating with the NBA as an official long term, strategic partner in order to continue to enhance our position as a leading athletic brand.”

The Boston-based New Balance is hoping its association with Leonard, and now the NBA, will help the company better compete with major sports apparel rivals such as Nike, Jordan Brand, Adidas, Puma and Under Armor.

Last year, New Balance lost a court battle with Premier League giants Liverpool FC, who dropped the company as its official kit supplier in favor of Nike.