You can’t really talk about the NBA without understanding the culture and the branding around sneakers. Each year players make millions of dollars in endorsement deals, as the biggest athletic companies in the world jockey for the right stars. Nike, Jordan, and Adidas dominate the NBA landscape, while Under Armour and Puma have made a splash in recent years. And then there’s Anta, the massive apparel brand you’ve probably never heard of. What is Anta Edmond So In 1994, a man

Breaking down the latest NBA news, sneakers, and pop culture!

QUEENS, NY – Summer, summer, summer time. LeBron James makes his way to Hollywood to team up with the Hall of Fame mogul, Magic Johnson. This is the ultimate power move extending far beyond the hardwood. Elegantly put by The Undefeated’s Martenzie Johnson, the collaboration is “the utopian example of black capitalism and economic self-sufficiency.” The NBA has been storybook. The Golden State Warriors’ signing of Boogie Cousins solidifies their Monstars squad. The summer leag

QUEENS, NY – Sneaker Culture in the Association emphasizes much more than basketball. It's covered NBA breakdown, signature style on the court, and the cultural impact of the game. The Association continues to evolve on and off the floor. It cultivates progressive change in the community and professional sports, while nourishing unique personality. We've seen its supernova stars stand for what they believe in. The series highlights the best sneakers on the court while showcas

QUEENS, NY – For most of us, we’re spearheading towards our next destination with laser-focused tunnel-vision. We don’t celebrate enough; a sentiment felt regularly by ESPN’s David Jacoby. We’ve reached our 5th installment discussing NBA storylines complemented by the best sneakers to hit the hardwood. We’ve also taken a moment to reflect on pop culture’s heavy influence on the game of basketball and its evolution. In regards to signature shoes, NPD and Forbes rolled out the

QUEENS, NY – Sneaker culture encompasses everyday life. It’s composed of the music shared and consumed, elements old and new. Last week we not only explored Dreamville’s inception but also its connection to the game. Its brightest stars have always crossed paths whether on film, within music, or even on the court. The culture drives all forms of artistic expression and showcases unique personality. It influences camaraderie, leaves a message for the world to see, and gives ro

QUEENS, NY – The NBA playoffs have arrived in grand fashion – or grand fashion. James Harden’s scoring tear has already extendo-clipped into the postseason. He tap danced his way to a 44-point performance in the Rocket’s opener against the Wolves. LeBron James couldn’t extend his 21 consecutive first round wins – snapped by the blue-collar Indiana Pacers in game 1. Lance’s theatrics are in full effect, already. The Brow, Jrue Holiday, and company seem to be too much to handle

QUEENS, NY – Are you wearing my kicks tonight? I imagine this very question has been uttered among the NBA elite countless times within the locker room before tip-off. The NBA is a fraternity. For the most part, these guys have been competing against each other since they were children. They’re bound by banana boats, kinship, school days, common sponsorships, the list goes on. Thaddeus Young will be the first to tell you it’s all about supporting your guy. Before PG packed hi