Instead of launching the “New Money” colorway of Kawhi Leonard’s Kawhi II with an appearance in the NBA All-Star Game, New Balance is, “excited” to share that rapper Jack Harlow will be debuting the sneaker during the Celebrity All Star Game. That’s not exactly an inspirational narrative for the signature athlete of New Balance who arrived in L.A. with a crown dangling during his first New Balance commercial.
The brand does have the opportunity to highlight his selection to the NBA’s 75th Anniversary list, but this does very little to showcase the brand and create the moments which have made signature sneakers coveted. New Balance can take solace in the fact that signature basketball is no longer the market it was when MJ, Shaq and Penny created the madness around sneaker culture. Today, Jack Harlow may prove to be a more viable endorsement than Kawhi. Harlow won’t be injured and after a successful couple of years in entertainment, he has the look and energy to capture a segment that is attracted to the hype aspects of the sneaker game. It’s ironic, the rapper who made the song Tyler Herro, will debut the sneaker of a two-time NBA Finals MVP at All Star Weekend for a brand that has become a part of the rise of hype for classic basketball sneakers. Crazy times indeed.
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