I just dropped a piece about Cade Cunningham’s Nike signature deal that’s honestly been weighing on me. The kid’s incredible—27.5 points, 9.9 assists, leading Detroit to their best start in forever. But his new signature shoe deal? Seems to me, it’s got every warning sign of becoming another Paul George situation: solid product, talented athlete, zero cultural impact.
The last Detroit player whose shoes mattered was Grant Hill in 1995.
Thirty years ago. THREE-ZERO.
I know that comparison is tired for basketball fans. But is there any chance this turns out well for Cade Cunningham?
I know most of you here care about sneakers more than the rest of the world. I also know that not everyone cares about basketball. I do know we all care about sneakers.
So what I genuinely want to know from you: Can signature shoes even break through culturally anymore? Is the model broken, or does it just need a completely different approach? Smaller brands willing to go all-in? Athletes with ownership stakes? Something we’re not seeing yet?
Drop your thoughts. I’m curious where you think this goes.