Kyle Kuzma, one of the rising stars from the Los Angeles Lakers, has entered into a partnership with sneaker resale platform GOAT as its first brand ambassador. Throughout the NBA season, the power forward will lace up rare and coveted Nike sneakers on and off the court. The endorsement is the first of its kind, following the NBA's new liberal footwear policy that allows players to wear shoes of any color on the hardwood.
Two takeaways from the development: one, even professional athletes know the struggle of acquiring hyped kicks. "People assume that, as an NBA athlete, you can get access to any kind of sneaker you want," says Kuzma. "When in reality, it's hard to get the exclusive releases or shoes from the past, and feel confident they're authentic." Two, the sneaker reselling business is more robust than ever.