The NBA will enter into a licensing agreement with Orlando-based start-up HerStar to begin manufacturing women's high heels that feature NBA team logos, according to SportsBusinessJournal.com:
Now, a decidedly different type of shoe manufacturer is aligning with the league, which has granted it a license to make NBA-logoed women’s dress shoes. The licensee is Herstar, an Orlando company founded last October, which describes its mission on its Facebook page as one of “adorning sports fans in fashion forward and sexy sports attire.” It is offering two shoe styles available with NBA team logos. A microsuede pump with a four-inch heel sells for $99.99. For $249.99, it’s offering a “crystal pump” with a six-inch heel.
In a report from LicenseMag.com, HerStar founder Holly Joffrion said the idea was conceived out of the recognition that women love their shoes and that attending an NBA game is an opportunity to do more than watch basketball:
“This partnership is a slam-dunk for HerStar. We look forward to offering sports fans a high-end line of fashionable heels,” says Holly Joffrion, founder and chief executive officer, HerStar. “We understand how much women love their shoes and recognize that going to an NBA game can be an event beyond the hardwood. We’re able to combine the love of basketball and footwear together, allowing female fans another way to display their passion for the game.”
From the NBA side, the vice president of licensing said the business partnership targets "savvy female basketball fans."
“We pride ourselves in partnering with creative and innovative brands to offer a vast assortment of products,” says Lisa Piken, vice president of licensing, NBA. “The HerStar collection is not only fashionable but also comfortable–perfect for our savvy female basketball fans.”HerStar.com