The NBA sneaker landscape is tilting fast, and the next wave of signature shoes is already taking shape. A handful of young stars are moving from player-exclusives and logo reveals into the kind of deals that can define a brand’s basketball future.
Victor Wembanyama sits at the front of that line. The San Antonio Spurs center reached a new signature sneaker deal with Nike this offseason, and his new logo is already out there.
The Nike Wemby 1 is in development, too. Wembanyama has worn multiple player-exclusive colorways with mixed results so far, but his global fanbase and massive upside make him an obvious priority for Nike.
Jalen Williams is another name that keeps coming up. The Oklahoma City Thunder forward has become a major part of adidas’ roster, with a strong logo, player-exclusive Harden colorways, and multiple tours of China to his name.
Last month, Williams confirmed his first signature sneaker is coming, though he didn’t give a date. At this point, betting against him feels like a bad idea.
Stephen Curry’s sneaker story took a sharp turn after his split with Under Armour, and it ended with one of the most interesting free-agency runs the shoe world has seen. He finished that stretch by signing a massive 10-year sneaker deal with Li-Ning.
His first signature sneaker there should not be far off, especially with Curry turning 39 this upcoming season. Please hurry, Li-Ning.
Cade Cunningham is already moving in the right direction with Nike. The Detroit Pistons guard signed a six-year signature sneaker deal with the brand in November 2025, and his player-exclusive colorways have landed well since then.
He also said where he is in the development process and made it clear he’s really excited. His first signature shoe is expected to launch in 2027.
Reebok has also been busy, and Darius Acuff is part of that push. He signed with the brand in March 2026, well before the Sacramento Kings made him the 7th overall pick in the NBA Draft. Reebok Basketball president Shaquille O’Neal has taken a Moneyball approach to finding talent, and the results have been encouraging, with Angel Reese in the WNBA and Acuff in the NBA among the names helping shape the brand’s future.
Cooper Flagg already has a foothold with New Balance. He signed with the company before his one season with the Duke Blue Devils, and since arriving in the NBA with the Dallas Mavericks, he has shown off player-exclusive colorways and starred in multiple marketing campaigns.
New Balance just launched Tyrese Maxey’s signature line, so Flagg may have to wait a bit longer. Still, with Kawhi Leonard on the decline, he looks like the next logical name in line.
Paolo Banchero has been doing everything Jordan Brand could ask for. The Orlando Magic forward has made trips to China, dropped 50-point games, and spoken up for every new Air Jordan model that comes along.
He also has his own logo and several player-exclusive colorways. With New Orleans Pelicans forward Zion Williamson just losing his signature sneaker line with Jumpman, Banchero could be the next big face for the brand.
The Philadelphia 76ers already have four starters with signature sneaker deals from different brands, and that creates a crowded picture for the rest of the roster. V.J.
Edgecombe, who comes off the bench, is still years away from a signature shoe, but adidas already has something to work with. He signed with the brand in June 2025, before his NBA All-Rookie First Team season, and he also has his own logo plus an impressive résumé for a 21-year-old.
Josh Giddey changed lanes in July 2025, leaving Nike for PUMA. The Chicago Bulls guard has already received two player-exclusive colorways from the brand.
PUMA is building around LaMelo Ball and Tyrese Haliburton, but there may still be room for Giddey if he keeps taking another step forward. The same kind of opening could eventually exist around Scoot Henderson, too.
Stephon Castle has already given Jordan Brand something to point to. The San Antonio Spurs guard signed with the company before his rookie season in October 2024, and less than two years later he was the only Jumpman athlete in the 2026 NBA Finals. He also wore player-exclusive colorways of the Jordan Tatum 4, and he could become a major part of the brand’s basketball future.
In Other News...
Stephon Castle Is Showing The Spurs Something Fans Have Been Craving
Stephon Castles second NBA season has given the Spurs something they have been building toward for a while: a young guard who is starting to look like more than just a defender with upside. The 2025 Rookie of the Year has taken on real responsibility as a primary ball handler in 2025-26, and the difference has shown up in the way he is creating offense while still bringing the defensive presence that made him so intriguing in the first place.
What makes the growth interesting for San Antonio is not just that Castle is producing, but how he is doing it. His development path has started to draw the kind of comparisons that only come up when a player looks like he might be moving from valuable piece to centerpiece, and the Spurs have to be encouraged by the way his playmaking and scoring are coming along together. If that progression keeps going, the conversation around Castle will not be about whether he fits into the future, but how quickly he can become one of the faces of it. [Read more 🡒]
Victor Wembanyama Is Becoming The Rival Fans Love To Hate
Victor Wembanyamas rise has come with a sharper edge lately, and around the league, that has not gone unnoticed. Fans in Houston, Minnesota and Oklahoma City have already let him hear it after physical run-ins with players from those markets, a reminder that even a young star can pick up a reputation fast when the games get chippy and the spotlight gets brighter.
The latest wave of backlash has only added to the sense that Wembanyama is starting to draw the kind of reaction reserved for players opponents and crowds love to target. He has already said he is chasing greatness rather than approval, and for the Spurs, that is part of the package now: a franchise centerpiece who is becoming impossible to ignore, even when the noise around him turns hostile. [Read more 🡒]
Former Spurs Lottery Pick Just Took A Stunning Career Detour
Joshua Primos basketball path has taken another sharp turn, a reminder of how quickly things can change for a former lottery pick. The 23-year-old was once San Antonios first-round selection in 2021, going 12th overall, before the Spurs waived him following serious allegations and he spent time away from the NBA.
After a brief stop with the Los Angeles Clippers, Primo is now moving overseas to try to keep his career going. The latest stop is Russia, where he has signed a one-year deal with BC Parma, a move that underscores just how unconventional his route back into professional basketball has become. [Read more 🡒]