Nike has scored a major victory by extending its partnership with the NBA and WNBA for another 12 seasons, marking a significant move for the sports apparel giant as it seeks to strengthen its market position. The deal will make Nike the exclusive provider of uniforms, court apparel, and fan gear for both leagues. Additionally, the company will continue its marketing and content collaborations with the organizations.
Nike’s newly appointed CEO, Elliott Hill, who officially took charge last Monday, discussed the landmark deal at an event in New York, stating that it reflects Nike’s commitment to both athletes and consumers. “We put the athlete and the consumer at the center of everything we do. If we stay focused on that, we’ll continue to innovate and grow the game,” Hill said. He emphasized that Nike is moving beyond just on-court products and into the lifestyle and culture of basketball.
The event, packed with Nike-sponsored athletes, included appearances by NBA star Kevin Durant, 2024 WNBA Rookie of the Year Caitlin Clark, and Sabrina Ionescu, who just led the New York Liberty to the WNBA championship.
As part of the extended partnership, Nike plans to launch new initiatives for aspiring basketball players through collaborations with programs such as Jr. NBA, Jr. WNBA, Basketball Without Borders (BWB), and the Elite Youth Basketball League (EYBL). Sarah Mensah, President of Jordan Brand, reinforced the importance of the deal, saying, “We’re committed to growing the game and supporting athletes in their pursuit of greatness.”
Nike’s history with the NBA dates back to 1992, while its involvement with the WNBA began in 1997. The company also became a partner of the NBA G League starting in the 2017-2018 season.
The NBA deal marks the first major announcement by Hill, a 32-year veteran of Nike, who took over from former CEO John Donahoe. Donahoe, who came from a tech background, announced his retirement in September after a challenging period for Nike. The company’s shares fell nearly 20% during his tenure, leading to pressure from investors.
Nike’s stock has also struggled recently, falling nearly 6% over the past month. In its fiscal first-quarter report, the company posted revenue that missed Wall Street’s estimates, though earnings exceeded expectations. Nike’s CFO, Matthew Friend, noted that the company’s comeback will take time, but Hill’s leadership could signal a faster pace of change.
Hill, who began his Nike career as an intern in 1988, has worked across various roles and helped grow iconic lines like the Jordan brand. Despite retiring in 2020, Hill’s return to lead the company comes at a crucial time, with hopes that his deep understanding of Nike’s competitive culture will help steer the brand through its next chapter.
