How difficult is it to have a personal sub-brand? Only three people have achieved this in history, and both Zhan Du failed. Curry’s experience is inspiring!

For superstars who play in the NBA, they not only get generous salary, but also receive a large number of endorsement contracts off the court. Some of them can even have their own exclusive sneakers after signing sneaker contracts, such as LeBron James, Kevin Durant, Kobe Bryant and others. After becoming the spokesperson of NIKE, they all launched sneakers named after them. James' main sneakers have been released in more than 20 generations, and there are countless types of branch sneakers, which can be said to be very successful. However, the best of these not only have their own exclusive sneakers, but are also highly recognized by brand owners. It is absolutely a supreme honor to directly allow them to own sub-brands. In the entire NBA history, only three people have achieved this achievement, and big brands such as James and Durant have not reached the level. Let’s take a look at who has been favored by the brands!

1. Michael Jordan

Personal Brand: The first person in history to have a personal sub-brand is the great Michael Jordan. When he entered the NBA in 1984, Jordan won the favor of a number of brands with his elegant style and amazing ability. At that time, NIKE was still a small brand that could go bankrupt at any time, and among sports brands, Converse and Adidas were the main sponsors of the league. It was under such circumstances that Jordan rejected the olive branch given by Adidas and accepted the five-year, $2.5 million sneaker contract provided by NIKE. Since then, a legendary story has officially begun. During Jordan's rookie season, NIKE launched the first generation of sneakers for him, and in a relatively conservative era, it launched a dazzling black and red color scheme. Since the NBA regulations at that time did not allow players to wear sneakers of different colors from the team's uniforms on the court, Jordan was also fined $5,000 per game. However, NIKE seized this business opportunity and they still asked Jordan to wear these pairs of sneakers in the match, and the fines were paid by the company. With this topic and Jordan's outstanding performance, the sales volume of this sneaker was very hot and it was in short supply for a long time, which also saved the entire NIKE company.

Since 1985, NIKE has also taken the opportunity to launch Jordan Brand, which is the AJ sneakers we are very familiar with now. Every year, NIKE invites designers with extremely rich imagination, and at the same time puts all advanced materials into the design of sneakers as much as possible, just to make Jordan wear comfortable and perform better in the game. Jordan did not disappoint NIKE's kindness. As he continued to achieve brilliant achievements, NIKE's market value also increased, and now it has become the number one sponsor of the NBA. After that, in order to thank Jordan, NIKE allowed him to sign other players based on Jordan Brand, that is, Jordan became one of the small bosses. Chris Paul, Cameron Anthony, Luca Doncic, Jason Tatum and others, including Guo Ailun in our country, have all become the spokespersons of AJ. The legendary and story stars behind this are incomparable to other players.

2. Dwyne Wade

Personal Brand: Way of Wade

After Jordan, the second person in NBA history to own a personal sub-brand is Wade, the Heat's team soul. After entering the NBA, Wade endorsed sneakers for Converse and AJ, and both of these two brands also launched exclusive sneakers for him. However, in 2012, after ending his cooperation with AJ, Wade got in touch with the Chinese market and finally reached an agreement with Li Ning Company, signing a huge 10-year contract of US$100 million, becoming the first spokesperson of the Li Ning brand at that time. Soon, Li Ning Company created his own personal sneakers for Wade, and designed the logo according to Wade's personal requirements and wishes, and named it Wade's Way. It is precisely because of Wade's strong franchise that Li Ning's sneaker sales have been rapidly improved, becoming the largest domestic basketball shoe brand at that time. In order to thank Wade for his comeback, Li Ning Company also completed the contract renewal with him in 2018, and the contract was upgraded to a lifetime contract. Since then, the Way of Way series has also become a sub-brand and soon welcomed their first signing player, D'Angelo Russell, who is now playing for the Nets. Not long ago, Wade's Way also launched Russell's exclusive sneakers to help him achieve more impressive performances in the game. There is no doubt that investing in the Chinese market in 2013 was undoubtedly the most correct choice Wade made in his career.

3. Stephen Curry

Personal Brand: Curry Brand

Finally, let's talk about Stephen Curry. It can be said that Curry's career is very inspiring. When he entered the NBA in the early days, his career was not optimistic. Many people think that his ceiling is an excellent three-pointer, and it is difficult to associate him with superstars. However, Curry is like this. He gradually became an NBA superstar with his terrifying three-point shooting step by step. His three-point record was constantly refreshed by him, completing an amazing counterattack. In terms of sneaker endorsement, he was also very inspiring. After having performed well in the 12-13 season, NIKE, who signed with Curry, did not give any sincerity when renewing the contract. At the same time, Under Armour handed him an olive branch and promised to create his own sneakers for Curry. The salary was also very generous, so Curry accepted it happily and became the spokesperson for Under Armour.. We all know the story later. Curry wore Under Armour's sneakers, won four championships, and won almost all personal honors, becoming one of the best superstars in history. Therefore, with the help of Curry, Under Armour's sneakers became popular, and even the market value of the entire brand has been greatly improved. In order to thank Curry for his efforts, they not only gave Curry a lifetime contract, but also launched Curry Brand in 2023 after imitating the relationship between NIKE and Jordan. Soon, they signed the first spokesperson for the Curry brand, Daron Fox, who is now playing for the Spurs and launched personal sneakers for Fox. Although its current value and level cannot be compared with AJ, Curry Brand in the future may also become one of the players' favorite brands based on Curry's personal traffic and ability alone.