Chinese sneaker brands are making significant waves in the NBA, challenging the traditional dominance of Nike, Jordan Brand, and Adidas. While they haven’t fully “taken over” the league—Nike and Jordan still command the majority of on-court appearances and cultural influence—the rise of brands like ANTA, Li-Ning, 361°, and Peak is undeniable. This shift is driven by lucrative contracts, innovative performance technology, greater creative freedom for athletes, and the brands’ dominance in the massive Chinese market.
The Key Players and Their Deals
Several high-profile NBA stars have aligned with Chinese brands, often citing better financial terms, faster innovation, and more input on designs compared to traditional U.S. giants.
- ANTA stands out as the most aggressive. Kyrie Irving signed a multi-year deal in 2023, becoming Chief Creative Officer and launching his KAI signature line (including models like the KAI 2 and KAI 3). The brand has gained visibility, with even peers like Stephen Curry spotted in ANTA KAI 3s. Longtime partner Klay Thompson has been with ANTA since 2014, extending through deals reportedly worth up to $80 million, with his KT series (now up to KT 10 or beyond) seeing strong performance and sales. ANTA’s basketball push includes advanced cushioning, carbon plates, and responsive foams that players praise for on-court feel.
- Li-Ning boasts a premium lineup. Jimmy Butler has a long-term partnership, releasing models like the JB3 with features such as carbon fiber plates and Boom foam. Historical ties include Dwyane Wade‘s lifetime deal (from 2012 onward) and others like former players. Li-Ning’s Way of Wade line remains a staple for performance-focused hoops footwear.
- 361° has secured stars like Aaron Gordon (with his AG series, featuring ENRG-X midsoles) and Nikola Jokic (who signed post-Nike and debuted models like the JOKER series). The brand emphasizes tech like SOAR PLATE cushioning and durable builds.
- Other mentions include Peak (with past or ongoing ties to players like Andrew Wiggins and Dwight Howard) and emerging lines from brands like Rigorer (e.g., Austin Reaves).
These partnerships often provide more equity-like roles, quicker releases, and freedom from the rigid structures of bigger brands, where signature lines can face delays or creative restrictions.
Recent Milestones Fueling the Momentum
In early 2026, ANTA made headlines by acquiring a 29.06% stake in Puma for approximately $1.8 billion, becoming Puma’s largest shareholder. This move bolsters ANTA’s global resources, potentially blending expertise to challenge Nike and Adidas more directly. It enhances ANTA’s NBA influence through combined athlete rosters and distribution.
ANTA also opened its first U.S. flagship store in Beverly Hills in February 2026, a roughly 3,000-square-foot space serving as a brand hub with performance basketball, running, and lifestyle offerings. The opening featured activations with stars like Irving and Thompson, signaling a deeper push into the American market beyond online or limited retail presence.
Discussions in 2025-2026 highlight innovative releases from these brands, with performance often described as competitive or superior in areas like cushioning and experimentation. Videos and analyses note players “ditching” traditional brands for fresher options, especially amid Nike’s perceived stagnation in some designs.
The Bigger Picture
On-court reality remains mixed—many games and casual scenes still feature mostly Nike/Jordan silhouettes. However, the trend points to a real shift: more elite talent choosing Chinese brands for superior deals, tech, and growth potential in Asia. If ANTA’s Puma partnership and U.S. expansion continue successfully, alongside sustained signings, the NBA sneaker landscape could evolve dramatically in the coming years, diversifying beyond the long-standing duopoly.
This isn’t just a niche or regional phenomenon—it’s a strategic challenge to the status quo, powered by money, innovation, and athlete empowerment.
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