Grading Each Sneaker Brand After 2024 NBA All-Star Weekend

Some sneaker brands aced NBA All-Star Weekend, while others have work left to do.

Pencils down, the test is over. It feels like the entire sneaker industry can take a sigh of relief now that NBA All-Star Weekend is in the books. The sprint from Super Bowl week through All-Star Weekend leaves everyone from athletes to overworked PR professionals exhausted.

Overall, the past weekend was a strong showing for sneakers. In fact, the footwear overshadowed the goofy green courts and haphazard play. However, some sneaker brands excelled, while others need to come see me after class to discuss extra credit opportunities. 

Below is the FanNation Kicks list of grades for each sneaker brand for their performance throughout the 2024 NBA All-Star Weekend.

Sneaker Brands Grades for 2024 NBA ASW

Grading the major sneaker brands for their execution of marketing.

Skechers: I

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Skechers made a big splash to start the NBA season by signing players in Los Angeles and New York, followed by the introduction of its new performance basketball shoe line.

Unfortunately, Julius Randle missed last night's game due to an injury. To make matters worse, Joel Embiid, who is expected to sign with the brand, was also injured, which possibly delayed the official announcement. Skechers gets an "I" for incomplete. 

New Balance: D

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This test is getting handed back face-down. New Balance launched the "Gamer Tag" pack, a collection of its three major performance models in 90s-inspired colorways. Even better, Tyrese Maxey debuted one of the shoes in his first-ever All-Star Game appearance.

Unfortunately, New Balance did not host any activations or events (sans a billboard for Maxey). To make matters worse, Kawhi Leonard soft-launched his fourth signature sneaker last night to no fanfare. Not even a social media post or press release. New Balance, if you need cost-effective marketing ideas, come talk to me.

Converse: C+

Trevor Ruszkowski-USA TODAY Sports

Shai Gilgeous-Alexander is officially the man for Converse since Draymond Green left to return to Nike last year (an obvious upgrade for Converse). The brand has gone all-in on SGA's fashion-forward streetwear style with its sneakers and marketing. 

Even better, they reintroduced the Converse Weapon for All-Star Weekend and executed a solid series of events that played well on social media. But does he have enough juice to single-handedly revive the brand while playing in a small market? This weekend was a step in the right direction, but more work needs to be done.

Nike: B-

Trevor Ruszkowski-USA TODAY Sports

It feels like Nike has been coasting on its accomplishments for some time. Its playbook is no longer inspiring or creative, just formulaic. Even worse, Devin Booker's sneaker launch is still a mess, and Ja Morant's absence was felt (sadly, no igloos this year).

However, Nike still has a grip on the league's best talent and did an adequate job of promoting the players through interactive fan experiences and events. But if you want to know what Nike is truly capable of, go back and look at what they did in the early 2010s All-Star Weekends. 

Side note: when basketball shoes are no longer worn casually, why are there so many limited releases? My personal belief is Nike is playing with fire and at risk of burning through decades of goodwill.

PUMA: B

Kyle Terada-USA TODAY Sports

PUMA did not have a single player in the All-Star Game, but that did not stop them from leaving it all on the field this weekend. PUMA hosted cheesy events highlighting a new collaboration between signature athlete Scoot Henderson and Cheetos. 

Best of all, Mac McClung wore PUMA for the second straight year as he won another Slam Dunk Contest. Going forward, PUMA needs LaMelo Ball to be healthy and in the events. Also, why was WNBA MVP Breanna Stewart not there? Nike had Sabrina Ionescu, and Under Armour had Kelsey Plum in attendance.

Jordan Brand: B+

Trevor Ruszkowski-USA TODAY Sports

Jordan Brand had three starters in the All-Star Game and stealthily infiltrated every event and competition over the three-day weekend. Signature athletes Jayson Tatum and Luka Doncic debuted new colorways and promoted them at various events. 

Lastly, getting every participant to don the Jumpman logo on their uniforms and apparel is always a win. Pictures of your competitor's top athletes wearing your logo last forever.

Under Armour: A

Kyle Terada-USA

Under Armour has a handful of NBA players, but they rely solely on Stephen Curry to do the heavy lifting for UA and his eponymous brand. Despite being outmanned, Under Armour made a lot of noise this weekend.

Curry won the three-point shootout against Ionescu and the brand trolled Nike on social media. Even better, Under Armour released the "Curry Jam" pack, which was a coherent marketing strategy they stuck with throughout the weekend. 

Under Armour's interactive experiences received positive reviews from fans, and we even got a little friendly trash talk between Plum and Tristan Jass. All Under Armour needs is more representation on the court. Curry needs to take it upon himself to start recruiting young talent to protect his investment in the brand.

Adidas: A+

Kyle Terada-USA TODAY Sports

What if I told you an adidas athlete won the 3-Point Contest and All-Star Game MVP and that was not even the highlight of the weekend? The brand had four signature athletes in the game including a budding superstar in Anthony Edwards. 

Oh by the way, Bennedict Mathurin won the Rising Stars MVP award and Dallas Cowboys linebacker Micah Parsons won the Celebrity Game MVP award wearing the adidas Crazy 8. It looks like adidas just let it be known they are signing the NFL's best defender.

Let's put all the on-court accomplishments aside for a moment. Adidas hosted an event where its athletes from every sport came to celebrate the brand - an event where they unveiled the next signature sneakers for Damian Lillard and Donovan Mitchell. Adidas appears hungry to reassert itself at the top of the basketball food chain.

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