Design elements include an homage to Leonard's braided look and his signature on the back heelNEW BALANCE
New Balance is using Kawhi Leonard's four-bounce, last-second shot from game 7 of the Raptors-76ers playoff series last year as a "symbol in its launch of Leonard’s -- and the brand’s -- first-ever signature basketball shoe," according to Jeff Breer of FAST COMPANY. The debut colorway, available starting Thursday, is called “4 Bounces." New Balance Global Dir of Consumer Marketing Pat Cassidy said Clippers G Leonard debuted the shoe at the NBA All-Star Game in Chicago in February, and "ever since the outcry and demand from consumers has been off the charts." Breer wrote the launch is "crucial," serving as the "most high-profile symbol of how New Balance is trying to be a viable, exciting alternative to giants like Nike and Adidas." Breer noted Leonard is a "bit of an eyebrow-raiser as the face of a brand." He is known as the "antithesis of the modern celebrity athlete -- one that keeps to himself, isn’t posting a constant social media stream." But Cassidy said that Leonard is "not shy when it comes to designing and developing a marketing strategy for his new shoe." Cassidy: “Kawhi is hyper-involved on a daily basis. The stuff you’re going to see from the Four Bounces marketing, Kawhi’s fingerprints are all over it. Same with the shoe design." Breer notes the pandemic "threw a monkey wrench in New Balance’s original launch plans for the shoe" (FASTCOMPANY.com, 8/17).
IN THE DETAILS: CBS SPORTS' Ruben Palacios noted the relationship between Leonard and New Balance "formally originated" during the '19 All-Star Weekend in Charlotte. The "4 Bounces" colorway "mimics the same royal blue player edition of the New Balance OMN1S Leonard wore" in the Raptors-76ers playoff series last year as a member of the Raptors. Leonard's "most notable career accolades can be found at the center of the shoe's tongue," while a "tab designed to hide certain stitching across the shoe pays homage to Leonard's iconic braided look." Leonard's signature is on the back heel, a "nice touch to his signature shoe" (CBSSPORTS.com, 8/17).
