OG Anunoby of the New York Knicks Signs Landmark Endorsement Deal with Skechers to Expand Brand Presence in Basketball Market
New York Knicks forward OG Anunoby has taken a significant step forward in his off-court profile by signing a marketing and endorsement deal with Skechers, the footwear and lifestyle brand that has been making a concerted push into the basketball world. The deal, which was officially announced by Skechers on Thursday, not only signals Anunoby’s growing appeal and marketability as a rising NBA star but also highlights Skechers’ ongoing ambition to challenge the traditional giants in the performance basketball shoe space. This partnership has the potential to reshape perceptions around both the athlete and the brand, creating mutual opportunity for growth, exposure, and innovation in a highly competitive landscape.
Anunoby’s journey to this point has been anything but conventional. Born in London, raised in Missouri, and known for his stoic demeanor and defensive prowess, Anunoby has developed into one of the NBA’s most versatile two-way players. Since entering the league in 2017, he has built a reputation not through flashy scoring or constant media attention, but through a relentless work ethic, elite perimeter defense, and quiet confidence. His on-court consistency and off-court humility have made him a favorite among teammates, coaches, and fans, especially in New York, where he has become an integral part of the Knicks’ identity since arriving in a midseason trade from the Toronto Raptors.
In a league increasingly driven by superstar branding and media presence, OG Anunoby stands out by not standing out. That makes this Skechers deal particularly intriguing. Unlike other high-profile endorsement deals built around charisma and celebrity, this partnership appears rooted in mutual authenticity. Skechers, long known for comfort and lifestyle appeal, has been slowly but steadily entering the basketball performance market. Signing Anunoby gives them a player whose game reflects their brand ethos—reliability, performance, and substance over flash. For Anunoby, aligning with Skechers offers a chance to help define a new chapter in the company’s evolution while stepping further into the commercial spotlight on his own terms.
This move is the latest in Skechers’ deliberate campaign to insert itself into the competitive arena of basketball footwear. For decades, the basketball shoe market has been dominated by a few major players—Nike, Adidas, Jordan Brand, Under Armour, and Puma among them. Skechers, once seen purely as a casual wear brand, began testing the waters in performance athletics in recent years, making forays into running and training before officially launching its first performance basketball shoes in 2023. Their early efforts included signing key NBA veterans like Julius Randle, also of the Knicks, and Terance Mann of the Clippers. With the addition of Anunoby, Skechers now boasts a trio of players known for toughness, durability, and competitive spirit.
From a branding perspective, Skechers is betting on a market shift—one that values authenticity and underdog stories as much as, or more than, celebrity and hype. Signing OG Anunoby is not about attaching their logo to a social media influencer or global megastar; it’s about aligning with a player who commands respect through production, not promotion. In doing so, Skechers positions itself as the alternative choice: a brand for serious athletes who prioritize performance, comfort, and individuality. Anunoby, who has largely shied away from traditional marketing deals in the past, fits this mold perfectly. His choice to work with Skechers suggests not just a business agreement, but a values alignment.
For Anunoby, the timing of the deal is also significant. Fresh off signing a major contract extension with the Knicks—five years, $212.5 million—he is entering what many believe will be the prime of his career. With New York poised to contend in the Eastern Conference behind a core of Jalen Brunson, Julius Randle, Mikal Bridges, and Anunoby himself, national visibility and team success are expected to rise. That kind of exposure will naturally boost Anunoby’s profile, and Skechers appears to be positioning themselves to ride that wave with him. In many ways, the deal is both a recognition of who Anunoby already is and a bet on who he’s about to become.
This partnership could also mark a turning point in how NBA players view endorsement opportunities. Traditionally, players have aspired to sign with legacy brands like Nike or Adidas, which offer global reach and cultural cachet. However, the modern athlete is increasingly aware of the value of individuality, equity, and influence. By signing with Skechers, Anunoby may have secured not only a more personalized deal but also a larger stake in shaping product development, marketing strategy, and brand identity. This level of involvement is often harder to come by with the larger legacy brands, who have extensive rosters and preset marketing hierarchies.
It’s also worth noting the potential performance benefits tied to this endorsement. Skechers has invested heavily in research and development in recent years, and its entry into the basketball footwear market has been more than symbolic. Early reviews of their performance models have highlighted their comfort, responsiveness, and durability—qualities especially important for a player like Anunoby, who guards every position, crashes the glass, and plays heavy minutes against elite competition. By partnering with Skechers, Anunoby gains not just a sponsor but a customized product that could enhance his on-court performance and prolong his career.
Beyond the court, Anunoby’s marketability is beginning to mature in ways that make this deal even more strategic. Though quiet and reserved in media settings, his low-key personality has earned him a unique charm and intrigue among fans. Knicks supporters have embraced his defense-first mentality, calm demeanor, and silent leadership. With the right marketing narrative—focused on excellence, humility, and authenticity—Skechers could use Anunoby to connect with a wide range of basketball audiences, from grassroots players to serious hoopers who see themselves in Anunoby’s game.
From the Knicks’ perspective, Anunoby’s rising profile adds another layer to their brand resurgence. After years of instability, the franchise is now one of the league’s most watchable, well-run teams. Players like Anunoby signing national endorsement deals reinforces that the Knicks are once again a destination—on and off the court. It also strengthens the team’s visibility globally, especially with multiple players now affiliated with Skechers, creating possible synergy in cross-marketing, community outreach, and merchandise sales.
For Skechers, the next step will be capitalizing on the moment. Signing Anunoby is a milestone, but turning that into measurable brand growth requires a comprehensive and creative marketing approach. That means designing a signature shoe or custom colorways, producing compelling ad campaigns, and highlighting Anunoby’s journey in a way that resonates with consumers. Given his British roots, international background, and defensive-first game, Anunoby presents a unique branding challenge—and opportunity. If Skechers gets it right, they could position themselves as the next big disruptor in a basketball market hungry for fresh narratives and new heroes.
The cultural implications of this deal shouldn’t be overlooked either. As sneaker culture continues to grow beyond the court into music, fashion, and lifestyle, Anunoby’s Skechers deal becomes a talking point. Can Skechers penetrate sneaker culture? Can they make a product that not only performs but resonates aesthetically? That remains to be seen. But having a high-level, respected player like Anunoby wear their product in games and represent their brand off the court gives them legitimacy and relevance in a space they’ve long been peripheral to. His involvement could be a key in bridging performance and culture.
There’s also the ripple effect. Other rising NBA players may look at Anunoby’s deal as a case study. If he performs well in Skechers shoes, is marketed effectively, and maintains his on-court excellence, others may follow. Suddenly, Skechers could become a legitimate option in a landscape long closed off to outsiders. It takes just one successful partnership to start a movement, and Anunoby may be the player that unlocks the door.
In many ways, this partnership is about more than basketball. It’s about a player who has quietly become elite being recognized, and a brand that has long been underestimated making a push to be taken seriously. It’s about mutual respect, shared values, and a belief in doing things differently. For OG Anunoby, it’s a well-earned endorsement. For Skechers, it’s a statement of intent. For the Knicks, it’s another sign that their players are gaining league-wide recognition. And for fans, it’s a sign that the sneaker world—and the NBA’s marketing landscape—might be about to change in unexpected ways.
As the 2025 NBA season approaches, all eyes will be on OG Anunoby—not just for his lockdown defense or efficient offense, but also for what he wears on his feet. If he performs as expected and Skechers delivers a compelling product and narrative, this could be the beginning of a new chapter in both his career and the sneaker industry. One quiet star. One bold brand. One unexpected alliance that could make a louder statement than anyone saw coming.
