Nike wants you to know it’s been waiting — and not idly — for the opportunity to dress LeBron James, Steph Curry and Zach LaVine. The 2017-18 NBA season is the inaugural one for the new super sleek NBA Nike uniforms, as the multiyear deal between Nike, the de facto basketball attire king, and the NBA kicks in. Nike says its research and decades of experience in global basketball has prepared the company for this moment, and dressing the NBA franchise players is obviously the apex.
Nike reports some of the factors the company considered in creating the new uniforms, which includes the little considered fact that the average NBA player runs four miles in a game. Nike says the new uniforms — of which 20% of materials is recycled — wicks sweat away 30% faster than the current NBA uniforms. Nike — a company with a player-first reputation — also says its new design responds to bountiful player input and feedback. The NBA prototype uniforms were successfully tested by the USA basketball as the team prepared for the 2016 Olympics in Rio, where it took home gold — an auspicious start. When it was announced in 2015, NBA commissioner Adam Silver called the Nike/NBA partnership “a new paradigm in the structure of our global merchandising business.”
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