As the 2018 NBA Draft approaches, Puma has made major headlines by signing a handful of lottery picks — including the potential top two picks in Deandre Ayton and Marvin Bagley.
Puma’s aggressive move to get back into basketball continued on Wednesday afternoon as ESPN’s Nick DePaula reported that Missouri forward Michael Porter Jr. — another likely top-10 pick — will sign a multi-year deal with the apparel company.
Dormant in the basketball business since Vince Carter signed with the brand as a rookie in 1998, Puma has become one of the intriguing subplots of this year’s draft as they attempt to position themselves in a crowded basketball apparel market that includes heavyweights like Nike, Adidas and Under Armour.
But while Puma has made a splash by signing three potential top ten picks, and another potential lottery pick in Texas Tech guard Zhaire Smith, the intriguing question becomes what the brand might do at the college and grassroots levels of basketball?
Besides targeting 2018 NBA draft picks, Puma has recently made a strong push as a lifestyle brand by forging partnerships with music icons like Jay-Z and Rihanna. The brand’s soccer division also received a boost when they opted to sign Manchester United’s Romelu Lukaku to a roster that already included the likes of Atletico Madrid’s Antoine Griezmann. The company also has a longstanding partnership with 11-time Olympic gold medal sprinter Usain Bolt.
So, even outside of professional basketball, Puma is trying to make major moves, while spending major money, over the last several months.
Having star NBA talents signed to apparel deals is one thing. Those same companies often attempt to align with as many college programs and high school programs as possible. Nike, Adidas and Under Armour have also formed their own spring and summer grassroots basketball leagues over the last decade with the EYBL, Adidas Gauntlet and the Under Armour Association.
While Puma is undoubtedly spending enough to be seen by the masses, it’s hard to say if they have the monetary means, or the labor, to make a major push into smaller basketball levels like college and the AAU scene. Multiple basketball and apparel sources speculated to NBCSports.com that Puma’s sudden rise into the NBA doesn’t necessarily mean they’ll want to make the leap into college or high school basketball.
That’s been the natural progression of the other apparel companies who have made a major mark in basketball, as those brands value the long-term relationships and local credibility that comes with having top-notch college and high school players wearing their product.
Maybe Puma doesn’t see things that way as they try to align themselves with star professional players. And for all of the talk of Nike having long-term relationships with Ayton, Bagley and Porter, all three of them jumped at the chance to make the most money with the new(ish) kids on the block. Money will still be the ultimate factor in a lot of athletes signing with apparel companies.
If Puma does decide to enter the college athletics arms race, it would certainly make for a fascinating apparel company to enter the mix. Since Puma has credibility in sports like golf, tennis, soccer and track and field they could also make a splash signing larger schools to long-term apparel deals that go across all sports.
But it remains to be seen what Puma’s long-term goal is after signing four strong draft prospects. Puma is off to a great start re-entering basketball, but we have no idea what kind of end-goal they have in mind. Or if that even involves college basketball.