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Despite NBA Rule Change, Sneaker Brands Shy Away from Basketball Endorsements

When it’s deliver-or-die, supply chains become the lifeblood of a company. To that end, the fashion industry has embraced technology to navigate today’s hyper-complicated supply chain, with myriad solutions shaping the first, middle and last mile. Call it Sourcing 2.0.

In August, ESPN reported that the NBA would change its rules restricting sneaker colorways to team colors starting in the upcoming regular season—and much has since been said about the space it would open for footwear brands in the league. But, according to Matt Powell, vice president and senior analyst of the NPD Group, the…

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