LaMelo Ball signs with Puma

LaMelo Ball Signs with Puma

By: Lawrence Brooks

Puma being able to sign LaMelo Ball is a big deal.  He could potentially be the face of Puma Hoops.  With the digital age being such a vital component in an athlete’s fanfare these days it couldn’t have worked out any better.  Melo has 682K followers on Twitter and 5.6 million followers on IG.  That is a major online influence that Puma can capitalize on as they try to maneuver their way into being more relevant on the hardwood. Not to mention, LaMelo is a potential first overall pick that plays the game with flair and unwavering confidence.  He also offers “box office” appeal which will certainly draw in viewers.  Add it all up and this is why Puma was willing to offer him a multi-year $100M dollar deal.  The stardom started at such a young age when he called a shot from the halfcourt line!  Top 5 high school play of all time!

There are roughly 17 signature shoe lines across the NBA but how many of them can you truly say are relevant?  Meaning across a national and international scale?  James Harden’s shoe sells relatively well, especially in China.  Kyrie’s team at Nike has done a terrific job coming up with concepts that keep his shoe attractive (see Kyrie 5 Spongebob).

 Of course, Lebron’s massive brand keeps his shoe line popular.  He is the biggest star in the sport.  But you also have stars like Kevin Durant, Paul George, and Damian Lillard who all have a shoe that sales but don’t resonate amongst everyone.  In this digital era of sports, you have to have your thumb on the culture.  Everyone I previously mentioned is widely popular but isn’t as dialed in with the “youth culture” which can send sales into hyperdrive.  Sure, mostly all of them are active on their respective social media channels but the 16-28yr old crowd is where LaMelo can truly take over.

LaMelo’s style of play is entertaining and tailor-made for Twitter “likes,” IG “likes,” and YouTube searches.  All of which the youngsters live on and interact with daily.  So, they’re well aware of LaMelo and his player profile.  So, the popularity is there and now Puma just needs to land a visually appealing shoe that the basketball world can gravitate towards.  Puma has signed a few familiar basketball names like DeAndre Ayton, Michael Porter Jr, and even champion LA Laker Kyle Kuzma.  None carry the cache that LaMelo brings to a room.

We know as a projected top pick, LaMelo has the potential to lift a franchise but it will be interesting to see if he can do the same in the shoe game.  Steph Curry is a global icon, but you’d be hard-pressed to find many kids and young adults rocking Under Armour shoes.  Melo has the perfect blend of relevancy, style of play, and pizazz that can generate fashion popularity.  There’s a “cool” factor about him that extends beyond the hoop court.  Zion is extremely popular, but his flashy nature only plays out in the arena.  Melo is lights, camera, action at all times being a part of the Ball family.  He is probably the next major sports star that can take advantage of the digital era that has turned the sports world into a frenzy.  His brand will cater to the 24/7 sports news cycle we have today.  He’s an extremely talented prospect and whoever drafts him will have a star.  If done correctly, Puma can make him a star too.