@jedwells23 for Basecamp Staff Writer's department.
It started with a no.
In 2018, Kawhi Leonard turned down a four-year, $22m offer from Jordan brand that would have seen him continue as the face of their basketball division. Instead, the then-Spurs star walked straight into the sneaker free agency wilderness - and walked out wearing New Balance. To understand the significance of Leonard joining the Boston-based brand, two things must be made clear: In 2018, people weren’t playing basketball in New Balance, and In 2018, people weren’t playing basketball in any brands other than Nike and adidas.
Image credit: New York Times / Getty images
But New Balance wanted back in on the basketball market, and Leonard provided them with a unique opportunity, being the ability to sign a top 10 NBA talent still squarely in the prime of his career. The brand would make their triumphant return to the Hardwood during the 2019 NBA All-Star game, where Leonard wore the New Balance OMN1S.
By then, Leonard was a Toronto Raptor, the result of a messy Spurs divorce that no doubt left New Balance officials wondering if they had made a good investment in their flagship basketball athlete, who had since been sent outside the country. But those doubts would be quieted by May of that year, when Leonard hit That Shot over the 76ers, en route to Toronto’s first NBA title, and one of the most dominant individual playoff runs in history.
New Balance already had their guy. Now they had their moment Leonard’s path after the title is a little less impressive; a shock move to the LA Clippers that would result in plenty of missed games, one conference finals appearance, and a scandal that would result the biggest punishment ever handed down to a team by the league. But it was too late. The damage was done. New Balance had arrived. Slowly but surely, their hoops stable grew.
Image credit: New Balance
Jamal Murray adopted the brand and wore them throughout his NBA title-winning offseason. All-Star names like Zach LaVine, Dejounte Murray, and eventually Tyrese Maxey gravitated towards the brand - the latter of which debuted his first signature sneaker with the brand last post-season. The WNBA got on board too, with 2024 second overall pick Cameron Brink jumping on board. As the brand re-gained legitimacy on the streets, a counter trend to the uber-viral Nike Dunks and Jordans born of the hypebeast era, so too did they become a genuine option to those looking beyond the typical checks and stripes. Then came Cooper Flagg. The hometown kid. The Maine Event. Flagg was destined to be the top overall pick in the 2025 draft well before he committed to Duke university, but a historic freshman season didn’t hurt his chances. But what was also historic about Flagg was he was signed to New Balance before college.
Image credit: New Balance
He wore Nike on court, as his university’s main sponsor, but everything else featured that signature ‘NB’. Dallas, via the infamous Luka Doncic trade, landed 2025’s top pick, and suddenly Flagg was a Maverick, his bright red, green, and pink New Balance kicks standing in contrast to the rich blue uniforms. However, even here they were perhaps left wanting. Flagg was a generational talent, sure, but he lacked some of the marketing appeal held by his first pick forbears, names like Victor Wembanyama and Zion Williamson certainly more exciting heading into their debut seasons, if not as successful.
New Balance had their steak, but they needed their sizzle; LeBron James might be the greatest of all time, but Kyrie Irving’s shoes sold better for Nike. Could the brand find a name that could be their true blue chip rising talent?
The answer came in a blur of powder blue, white, and red. Caleb Wilson, the fourth pick in the draft which fortuitously fell to the Chicago Bulls.
Image credit: Chicago Bulls Instagram
Wilson was everything the brand could’ve wanted and more even as a prospect, but heading to the Windy City? It was basketball poetry. Besides, the last sneaker brand to leave their popularity to a top five Bulls draft pick from North Carolina ended up doing alright. Nearly a decade ago, New Balance risked it all on the talents of one man, and it paid off. But they also learned that one success story isn’t enough to sustain a brand.
In Kawhi, they have their beginnings. In Maxey, they have their now. And in Flagg and Wilson? They have secured their future.
By Jed Wells | Published October 12th, 2026
