The NBA and New Balance Athletics have announced a new multiyear agreement that will make the global athletic brand an official marketing partner of the NBA.

“New Balance officially re-entered basketball when NBA Finals MVP Kawhi Leonard walked on court for the NBA All-Star Game in 2019,” said Chris Davis, Vice President of Global Marketing at New Balance. “Now, one year later, we are excited to further solidify our position in the global basketball community by collaborating with the NBA as an official long term, strategic partner in order to continue to enhance our position as a leading athletic brand. This relationship ingrains New Balance into the NBA’s global presence, a fandom and culture that transcends sport and is significantly larger than the game of basketball.”

LOS ANGELES, CA – JANUARY 14: Kawhi Leonard #2 of the LA Clippers dunks the ball against the Cleveland Cavaliers on January 14, 2020 at STAPLES Center in Los Angeles, California. NOTE TO USER: User expressly acknowledges and agrees that, by downloading and/or using this Photograph, user is consenting to the terms and conditions of the Getty Images License Agreement. Mandatory Copyright Notice: Copyright 2020 NBAE (Photo by Andrew D. Bernstein/NBAE via Getty Images)

New Balance is continuing to grow its reach in basketball, with the global agreement offering the opportunity to reach across the league and enhance consumer engagement with NBA fans around the world. New Balance will create authentic broadcast, digital and retail content featuring New Balance-sponsored athletes in their respective NBA uniforms and team logos. The launch of the brand will be christened with the We Got Now campaign featuring Kawhi Leonard during the Denver Nuggets at LA Clippers game on Friday, Feb. 28 at 10:30 p.m. ET on ESPN.

“We are excited to welcome New Balance to our family of global partners,” said Dan Rossomondo, NBA Senior Vice President, Media and Business Development. “We look forward to working with New Balance as the brand develops its basketball footprint and continues to establish itself in the market with recent high-profile player signings and new products.”

Leonard’s first signature basketball shoe was launched during the 2020 NBA All-Star Game in Chicago. The New Balance team features 2019 first-round NBA Draft pick Darius Bazley and 2016 first-round NBA Draft pick Dejounte Murray, who both wear the OMN1S basketball shoe.