Since the mid 80s there has been an NBA star to drive sneaker sales for athletic apparel companies. Sales for athletic apparel companies are declining. They blame economic pressure for the decline in sales. That may be a small part of it but I think the real reason is that there is no star power like there has been in the past.
The 90s was the golden era of the NBA. I’m glad I was alive to witness it. Michael Jordan made his mark in fashion with the debut of his Air Jordan shoe line with Nike. I remember when Jordans hit the market. I was in elementary school. It was a sensation. Jordans have been an urban fashion staple for three decades. Kobe Bryant drove sneakers sales with Adidas for decades as well. Apparel companies had bankable stars for years.
James is the current patriarch of the NBA. He has a legendary career and an inspiring backstory. But Lebron is not associated with one team like players before him. I don’t blame Lebron for moving around to different markets but players that were associated with one team had more marketing potential and a built in brand and consumer base.
Well known players of the NBA are in their thirties. They have made impressive marks on the sport but Durant, Curry, Harden and even James don’t have the star power of Jordan and Bryant. The younger players aren’t as exciting and don’t have the appeal of players of the 90s and 00s.
The NBA is turning into a nepo baby league. Many of the players are from privileged backgrounds and some have multi generational pro athletic league connections. (Kobe did too.) There is nothing wrong with that but the backstories aren’t as interesting. Players aren’t selling the dream they once did. Furthermore, players are more conscious of their brand as teenagers. In this social media age there is no personality. It’s all branding.
Black American culture is evolving. Educational attainment and affluence has grown. Black American culture is becoming more diverse and sophisticated. Black American culture isn’t concentrated in urban culture like it was in the 80s and 90s. People tend to forget that Gen X is the first generation of Americans not to live under legalized race restrictions. Young people that were the sneaker consumers of the golden era have grown up.
NBA fans will never see an era like the 90s or 00s. I don’t think sneaker companies will ever see sales of past decades again either. After Lebron retires I don’t know what the apparel companies are going to do. The NBA and it’s fans are different from it’s peak.
Shannon in Kansas City YT: Shannon's Bible Study IG:@showmeshannon 
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