361 Degrees, which partnered with Kevin Love from '11-15, will make Gordon its exclusive featured NBA athleteNBAE/GETTY IMAGES
Magic F Aaron Gordon during the AT&T Slam Dunk Contest on Saturday night unveiled not only his "new array of high-flying" dunks but also his "new sneakers, courtesy of a multiyear, multimillion-dollar deal with Chinese brand 361 Degrees," according to Nick DePaula of ESPN.com. The two sides have been "circling each other since Gordon leaped over" a hoverboard-riding Magic mascot during the '16 dunk contest, and in the process, "leaped onto the radar of major brands as a potential marketing superstar." At that time, Gordon was "still locked into the Nike deal he'd signed after being drafted" in '14. Gordon wore Nikes during his dunk contest appearances in '16 and '17, but "remained buried on the company's roster of endorsers." Thus, when his Nike deal expired last fall, he "looked for a partnership that could help raise his profile." That "led him to China, where his fan base has grown rapidly, and to 361." The brand, which partnered with Cavaliers F Kevin Love from '11-15, will "make Gordon its exclusive featured NBA athlete." Gordon "began wearing 361 sneakers in games earlier this month," but the partnership became official with the dunk contest. For the dunk contest, Gordon's "customized 'Kung Fu Dunk' colorway of 361's latest 'Big3' sneaker" featured a "support panel styled after the opening number of its name." Next season, Gordon will become the 18th NBAer with his "own signature shoe," the forthcoming "Zen-AG" (ESPN.com, 2/15).
