How Nike Already Won the 2026 Final Four and Remains On Top

It has been an unforgettable year of Men's and Women's college basketball, heightened by the sneaker brands elevating the sport. However, with its retro tributes accompanied by campus activations to innovative new product launches, Nike Inc. has dominated the hardwood throughout the entire season.

It is also no coincidence that all four of the men's Final Four teams and three of the women's Final Four teams (the fourth is a Nike school next year) are Nike or Jordan Brand partner schools. Nike, Inc. has partnered with most of these schools for decades, outfitting their programs through championship runs, coaching legends, and generational athletes.

From lacing up sneakers to cutting down nets, Nike Inc. remains the most consistent and important force in basketball. Ahead of this weekend's action in Phoenix and Indianapolis, Sports Illustrated's Kicks On SI spoke with Ann Miller, EVP, Global Sports Marketing for Nike, about the brand's latest standout season.

Rest at the end, not in the middle.

Kobe 3 Low Protro PE delivery for @uconnwbb, @uconnmbb, @texaswbb, @IlliniMBB, @arizonambb pic.twitter.com/2m4x2ihSgl
— Nike Basketball (@nikebasketball) April 2, 2026

Nike and Jordan are showing up big across both Final Fours. How rewarding is it to see your NCAA partner schools thrive in March Madness?

"It's incredibly rewarding. What you're seeing across both tournaments isn't a moment in time for us. It's the result of decades of studying the game, listening to athletes, and investing in how performance continues to evolve at every level.

College basketball is a proving ground for where the sport is going next, and when our partner schools compete and succeed on this stage, it reflects how that investment shows up in preparation, product innovation, and the overall level of play."

Each school has its own unique history with Nike Inc. Beyond the success of the brand, are there any underlying storylines you are excited about for this year's Men's and Women's Final Four teams?

"When you look across both tournaments this year, every Final Four team has a Nike or Jordan Brand partnership, either current or forthcoming. That's meaningful. It reflects long-standing relationships and sustained investment in college basketball, not short-term success. Each program has its own history and identity, but seeing them all here shows what's possible when athletes and schools are supported consistently over time."

Christmas came early pic.twitter.com/qxKcoGToDo
— Illinois Men's Basketball (@IlliniMBB) April 3, 2026

From Jordan Brand to Mamba programs, how does Nike tailor its approach to each school's identity and needs?

"Everything starts with listening. We don't try to apply a single template across programs. Each school has its own history, values and voice, and our role is to support that. Whether it's through Jordan Brand, Mamba programs or Nike Basketball, we build partnerships that respect where a program comes from and help elevate where it's going, always centered on the athlete."

Are there any specific shoes or product Nike wants to highlight during the Final Fours and Finals?

Jumpman got us right! 🤩

Thanks 4️⃣ taking care of us this weekend @Jumpman23!#GoBruins pic.twitter.com/8l6r3YGanz
— UCLA Women's Basketball (@UCLAWBB) April 3, 2026

"Our priority is making sure every athlete has access to the best tools for how they play. We support our teams with a wide range of basketball performance products designed for different styles, positions and preferences.

When we think about performance, it's not just what happens on the court. It's also how athletes prepare and stay present around competition. From the footwear they choose to compete in to tools like Nike Mind 001 off the court, that range allows athletes to choose what works best for them in terms of fit, feel and function. At this level, performance is personal, and empowering athletes with choice helps them compete with confidence on the biggest stage."

Have you gotten a sense from players on what their favorite shoes or product have been this season?

"What we hear consistently is that athletes want footwear that supports versatility and self-expression without sacrificing performance. They want products that feel made for how they play and who they are. That feedback is critical for us. Listening to athletes is how we continue to innovate and help shape the future of the game."

Lock it in 🔥🔒 pic.twitter.com/fwhmtPcYfd
— UConn Men's Basketball (@UConnMBB) March 29, 2026

What factored into this year's "Lock It In" shirts for Nike partner schools in the NCAA Tournament?

"This year, the thinking started with place and community. Having the Women's Final Four in Phoenix created an opportunity to thoughtfully highlight N7, which is Nike's commitment to supporting Native American and Indigenous youth through sport.

Arizona has deep Native roots, and N7 has strong ties to that community. The use of turquoise reflects its cultural significance in many Native communities, and bringing that presence to March Madness felt authentic to the place, the game, and the moment."

Where does Nike Inc. see the future of basketball culture going in the next few years?

"The future of basketball is more global, more expressive and more fluid than ever. Today's players are more complete and expect their gear to meet them there. At the same time, basketball culture continues to live far beyond the court. Performance, style and identity are increasingly connected, and the game keeps bringing people together across borders and communities."

cool shoes, Book 🤘😉#HookEm | #KD19 pic.twitter.com/SbwK2zvbFO
— Texas Women's Basketball (@TexasWBB) March 20, 2026

As evidenced by this year's Final Four, Nike and Jordan Brand lead on and off the basketball court. What is the key to remaining at the top of the industry, sport, and culture?

"It comes back to listening. To athletes. To communities. To how the game is evolving. We don't chase moments. We stay committed to serving the sport the right way over time. When you put athletes first and invest with intention, leadership follows."

Last question: How do you think most Nike Inc. employees' brackets turned out this year?

"March has a way of humbling even the most confident bracket. Let's just say the basketball was better than the predictions."