The Dynamics of Basketball Shoe Marketing

This chapter examines the intricacies of basketball shoe marketing, contrasting how different player types influence consumer interest and sales. It explores the impact of athlete branding from the 1990s to the present, emphasizing the shift towards social media presence as a measure of success over traditional shoe sales. Additionally, it highlights the unique challenges faced by European players in the global sneaker market and the emotional implications of being a brand spokesperson in today's competitive landscape.