The National Basketball Association (NBA) has become a major influence not just in sports, but also in the worlds of fashion, music, and pop culture.
As the popularity of the league has grown, so too has the profile of its star players off the court. Today, NBA stars are some of the biggest celebrities on the planet, with massive social media followings and opportunities to collaborate with major brands.
The Rise of Player Self-Expression
In the early 2000s, the NBA instituted a mandatory dress code requiring players to wear business casual attire to games and events.
This controversial rule was seen by some as an attempt to control player self-expression.
However, it had an unintended consequence – players began to use pre-game runway walks as an opportunity to showcase their style.
Stars like LeBron James, Dwyane Wade, and Russell Westbrook have embraced high fashion designers and brands like never before.
They work with stylists to craft unique outfits and make bold statements.
Pregame fits are now planned out weeks in advance to set the tone for big games or even entire playoff runs.
The Allen Iverson Effect
Long before the dress code era, Allen Iverson pioneered hip-hop culture in the NBA through his clothing and accessories.
His baggy clothes, chains, and cornrow braids reflected the latest trends in streetwear and urban fashion.
Iverson brought hip-hop style directly from the streets to the mainstream stage of the NBA.
The Rise of Athleisure
As casual clothing continued to invade workplace attire, the line between athleticwear and day-to-day clothing blurred. Trends like joggers, sneakers, and hoodies became wardrobe staples.
The NBA took notice, relaxing uniform restrictions to allow for a more athletic expression of personal style.
Sneaker Culture
No discussion of NBA fashion is complete without talking about sneakers.
Basketball shoes have been cool since brands like Converse, Adidas, and Nike sponsored top players in the 1970s.
But Michael Jordan took it a step further. Nike Air Jordans became the must-have kicks of the 90s, dominating casual fashion as well as sports.
Today, stars like LeBron James have signature shoe deals worth billions.
Lesser-known players have gained fame and followers just for having the most up-to-date or exclusive sneakers. Before games, NBA sneakerheads stage their informal runway walks to show off their footwear.
On Court Sneaker Rules Relaxed
The NBA has relaxed its rules regarding which sneakers players can wear during games. Stars now sport special editions and customs that would never hold up performance-wise but look great for a quarter or two. This allows players to market the latest drops from brands they endorse or collaborate with.
Technology
Technological innovations have enabled greater creativity from brands endorsed by NBA stars.
Signature basketball shoes now boast space-age materials and designs with personalized logos, themes, and details. Athletes provide input to create shoes that reflect their personalities.
Similarly, endorsements from NBA stars have propelled brands like Beats by Dre headphones into the mainstream. Athletes are now viewed just as much as influencers and tastemakers as talented basketball players.
Partnerships With Fashion Brands
The synergy between fashion and basketball is stronger than ever.
NBA stars frequently secure deals with major brands like Nike, Adidas, and Puma to develop custom sneakers as well as entire apparel collections.
Even luxury fashion houses like Dior, Louis Vuitton, and Thom Browne have tapped players to be brand ambassadors or collaborate.
Lesser known clothing brands have benefited enormously from being spotted on NBA stars walking into arenas. Outfits that draw attention to players can boost sales for emerging designers trying to break through into popular culture.
A New Generation of Iconoclasts
Today’s NBA stars have grown up with social media and a more progressive cultural landscape.
Instead of rebelling against rules, they are free to express themselves openly through fashion. And brands are now more likely to celebrate players’ individuality rather than restrict it.
As a result, young stars like Shai Gilgeous-Alexander, Kelly Oubre Jr, and PJ Washington are breaking new ground.
They arrive at games in full high-fashion looks that blur gender norms and challenge social conventions – typically regarded as taboo in professional men’s sports.
Women’s Fashion a Growing Presence
It’s now common to see NBA players incorporporated unique women’s pieces from top designers into their gameday outfits.
Luxury purses and tote bags have become must-have accessories. Stars also flaunt exclusive women’s shoes from Louboutin, Alexander McQueen, and other elite brands.
This new wave shows how progressive values around gender that were pioneered by celebrated musicians and actors have now fully penetrated the NBA.
Sources:
www.npr.org/2023/09/03/1197461117/how-the-nba-became-home-of-trendsetters-in-fashion
www.esquire.com/style/mens-fashion/a27760825/basketball-fashion-style-nba-business-concrete-runway/
