If you were asked to think of a connection between the basketball court and fashion, you would probably struggle. To be fair, we can’t see many runways featuring the shorts and vests, although basketball boots have long been a popular casual footwear choice for young people. However, the connection we are talking about is a little more subtle and is actually based more in the world of influencers, as freetips.com explains.

Such was the Beats effect that the company now officially collaborates with the NBA and they are not the only brand to do so. Stance, who manufacture socks was another success story when Dwayne Wade launched his own company as a brand partner, which lead to the official on-court socks of the NBA being, yep you guessed it, Stance socks. Hookit’s marketing director Roger Breum explains the evolution. “We’re seeing athletes driving more and more value for the brands they work with. Over the past few years, the individual athlete has become the most powerful part of sports. We don’t expect that to change anytime soon.”

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