The landscape of shoe brand representation has changed dramatically over the years, as more and more players are signing with brands outside of Nike. LaMelo Ball with Puma, De’Aaron Fox with Curry Brand, Kyrie Irving with Anta, and even Cooper Flagg with New Balance—these examples prove that shoe companies have a greater chance than ever to grow their image and products through successful NBA talent.

As we’ve seen before with companies like New Balance and Adidas, it isn’t uncommon for a footwear brand specializing in one sport or lifestyle trend to transition into another, such as basketball.

One brand, in particular, is trying to make a swift transition into the basketball space but has yet to achieve a major breakthrough—Skechers. Skechers has been a popular shoe brand for years, with the majority of people in the U.S. familiar with it (97%, according to Statista).

Known for its comfort and durability, particularly among youth and older adults, Skechers continues to grow, compiling roughly $8 billion in sales for the 2024 market year. In 2023, Skechers entered the basketball scene, which has since led to three current NBA players signing with the brand: Joel Embiid, Terance Mann, and Julius Randle. With continued marketing efforts and a few more athlete signings, Skechers has the potential to become a well-respected basketball shoe company.

On paper, Skechers has done a good job securing a Hall of Fame talent in Joel Embiid and an All-NBA talent in Julius Randle. However, I don’t think either player is the answer to significantly boosting sales of their basketball products.

More often than not, the most marketable players are guards, wings, or bigs with guard-like skills (e.g., Giannis Antetokounmpo). With that in mind, there are a few current college players who may find themselves on an NBA team that I think Skechers should target for their future brand.

This list is composed of guards and wings whom I believe will either develop into well-respected NBA players or attract a strong following regardless of NBA success. Some of these selections are from yours truly, while others are from AI scouting. The overall goal is to provide Skechers with potential targets who won’t already be prioritized by top basketball brands as they enter the league.

Key Formatting:

Bold and Italicized: AI blindly suggested the player and wrote the report; I also blindly suggested the player.

Normal Font: I suggested the player and wrote the report; AI did not mention the player.

Italicized: I blindly suggested the player and wrote the report, but AI also blindly suggested the player.

Bold: AI suggested the player and wrote the report; I did not mention the player.

Sion is a 6’6″, 220 lb guard projected to go late in the second round of most mock drafts. Duke Head Coach Jon Scheyer wanted Sion to come to Duke because it would prepare him for his potential role in the NBA—and he was right.

In the second half of the season, Sion has taken on significant ball-handling responsibilities as the Blue Devils’ point guard. Though his numbers may not jump off the stat sheet, he is a crucial piece of this No. 1-ranked Duke team due to his defensive versatility, 3-point shooting (40%), and basketball IQ.

With his size, proven shooting ability, and capable ball-handling at the next level, Sion could become a key rotational piece for an NBA team. He has already built a personal brand at Duke and even has his own foundation. If he can perform in the NBA, Skechers would have found a great addition to their roster.

Nolan Traore is a 6’4” lead guard who plays with poise and maturity beyond his years, making him one of the most intriguing international prospects in this class. He operates with excellent court vision, keeping turnovers low while consistently making the right reads in the pick-and-roll.

His scoring is efficient rather than explosive—he can get to his spots and finish with touch, but his perimeter shooting remains a work in progress. Though he’s not the most athletic guard, his IQ, ball security, and steady presence make him an ideal floor general at the next level.

If he can improve as a shooter, he has the tools to develop into a high-level backup or even a starting-caliber point guard in the right situation. For Skechers, investing in Traore would be a smart move, as his polished style and international appeal could make him a strong long-term ambassador.

Xaivian, a 6’4″ guard who had a respectable G League Combine showing before returning to Princeton for his junior year, has been in NBA draft discussions for the past two seasons. He is a creative and smooth scorer at all three levels in the Ivy League and has performed well against teams like Rutgers, Akron, Furman, and back-to-back Ivy League champions Yale.

His NBA potential lies in his scoring ability, 6’4″ frame as a point guard, and potential playmaking—he averaged 5.5 assists this season. Beyond basketball, what makes Xaivian an enticing signing is his already growing individual brand.

He has over 100K Instagram followers, 61K on TikTok, and several YouTube videos with over 200K views—a strong foundation to bring more attention to Skechers. 

Javon Small is a 6’2” guard with a well-rounded skill set, capable of making an impact on both ends of the floor. His strong frame and defensive instincts allow him to guard multiple positions, while his ability to run an offense makes him a valuable asset for any team looking for a steady two-way presence.

Offensively, he’s not a high-volume scorer, but he’s efficient, capable of knocking down open threes, and making smart decisions with the ball.

Javon’s ability to defend, play-make, and contribute without needing high usage makes him a plug-and-play option for NBA teams looking for guard depth. Skechers would benefit from signing Small, as his versatility and toughness could make him an underrated but valuable figure in the NBA landscape.

Though it has been said on numerous occasions by others, I truly believe that Mark Sears has shades of Jalen Brunson in his game without the elite post game or playmaking ability just yet. With a similar size and build, Mark could carve out a role similar to Brunson’s early Mavs days—contributing as a scorer and playmaker off the bench or in the starting lineup.

Sears has proven his scoring ability since his time at Ohio, and with smaller guards like T.J. McConnell, Jalen Brunson, Trae Young, Fred VanVleet, and Payton Pritchard thriving in the NBA, there’s undoubtedly a place for him in the league.

While there’s always a risk that an older prospect like Mark may struggle to stick, there’s also a world in which he proves he can score and win at any level. If Skechers gets in early on a two-time All-American and potential NBA All-Star, they could be making a valuable long-term investment.

Kam Jones is a scoring guard with a dynamic offensive skill set, making him a potential sleeper in next year’s draft. A creative shot-maker with deep range, Jones thrives both on and off the ball, showcasing a quick release and the ability to hit difficult jumpers under pressure.

While his scoring is his biggest strength, he’s also flashed secondary playmaking ability, though he’s not a traditional facilitator. Defensively, his size and effort are there, but he lacks elite lateral quickness, which may limit his versatility at the next level.

Jones has the confidence and offensive firepower to carve out a role as a microwave scorer in the NBA, and with the right development, he could be a valuable piece for a team needing perimeter scoring. Skechers would benefit from adding a high-profile college scorer with a flair for big moments and a strong shooting pedigree.

Isaiah, better known as the Human Flamethrower or Showtime Slim, is a potential low-risk, high-reward player in the upcoming draft. His stock is inconsistent at the moment, making it difficult to gauge where he’ll be selected, but a late first- to mid-second-round pick seems like a reasonable estimate.

After starting the season with DNPs, the 6’6″ wing took advantage of his growing minutes, emerging as a lethal three-point shooter. Shooting 42% from behind the arc with the majority of his shots being threes is impressive, but there may be more to his game.

Isaiah was comfortable putting the ball on the floor in high school, and while that doesn’t necessarily mean he will develop into a three-level scorer in the NBA, there’s a chance he can become more than just a spot-up shooter.

In a worst-case scenario, his floor is a solid 3&D player with a likable personality on and off the court. Brands like Skechers need personable players with the potential to build a brand beyond basketball, and with over 150K Instagram followers, it’s fair to say Isaiah has that ability.