The last time an NBA Finals MVP wore New Balance sneakers on the court was in 1988 when James Worthy helped the Los Angeles Lakers win the championship. However, this partnership ended two years later after off-court issues. New Balance’s basketball presence dwindled until they signed Kawhi Leonard in 2018 to revamp their hoops division, proving to be a strategically significant move.

New Balance, traditionally a niche brand, faced challenges in making mainstream statements. Kawhi Leonard, with his unique personality and playing style, provided a visible face for the brand, connecting with audiences unfamiliar with New Balance beyond a few models.

The significance of Leonard’s partnership with New Balance lies in the unexpecteԀ nature of the collaboration. Despite Leonard’s history with Nike and Jordan, he made the switch, highlighting a need for change in his life. The quiet synergy between Leonard’s work ethic and core values and New Balance’s ethos resonated well.

While New Balance has been known for its quality, comfort, and craftsmanship, it faced some backlash in 2016 due to perceived political affiliations. To reconnect with the sneaker community, the brand focused on its 990v4 model and tied it to specific neighborhoods.

To align itself with the broader footwear culture, New Balance needed a basketball line. Unlike Puma’s attempts with notable signees but questionable designs, New Balance went all-in on Leonard, introducing the OMN1s—a genuine performance basketball sneaker.

Leonard’s on-court performance, particularly his iconic Game 6-winning shot, brought attention to the OMN1s. Moreover, Leonard wearing New Balance collaborations with Kith, Amie Leon Dore, Bodega, and others before games added an extra layer of visibility. The partnership capitalized on Leonard’s quirks, creating memes and marketing material.

The well-timed and synchronized moves, including limited sneaker releases and themed merchandise, contributed to the success of the partnership. While it’s still early, and the future is uncertain, the unexpecteԀ collaboration has brought New Balance into the spotlight, paralleling its recent popularity with chunky, “boring” shoes embraced by a diverse audience.