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As the NBA Prepares to Tip Off, Can Basketball’s Top Sneaker Brands Capitalize?

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With NBA basketball rebooting after a COVID-19 hiatus, Nike, New Balance, Puma, Adidas and Reebok are dropping new sneakers for the moment.
A basketball court is shown at the ESPN Wide World of Sports complex in Kissimmee, Fla., Tuesday, July 21, 2020. The NBA's marketing motto for the restart of the season at Walt Disney World is “Whole New Game,” and in many respects, that’s very true.
CREDIT: AP Photo/Tim Reynolds

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With the NBA season making its triumphant return Thursday after a four-month hiatus, it’s hardly a coincidence that top footwear brands from Nike and New Balance to Puma, Adidas and Reebok are all dropping new sneakers to fete the long-awaited occasion. Rarely outshined in the sneaker game, Nike is launching several new sneakers throughout the…

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