PJ
Tucker
Why “Collector”?
Every week, PJ Tucker spots a pair of sneakers he wants. He'll track down his size 14 -- often within days -- then almost instantly wear them in a game.
"If there were no Instagram, if there were no video cameras at games, I would still change shoes and do it every single day," he said. "It's part of my life."
He estimated that he spent nearly $200,000 last season on exclusive sneakers. On pace yet again, with a new rotation of impossibly rare pairs, Tucker has carved out a lane all his own as the league's sneaker champ.
Behind the scenes
Kyle
Kuzma
Why “Innovator”?
With a Nike deal already in hand, Kyle Kuzma was looking forward to collecting and wearing rare sneakers now that he was a pro. As an unknown forward out of Utah, though, his deal didn't pay much. While still on his rookie contract with the Lakers, he didn't want to burn through tens of thousands of dollars tracking down exclusives, either.
So he got creative and partnered with GOAT, the biggest sneaker resell platform around. Based in LA and short for Greatest of All Time, the app boasts over 750,000 listings and helps Kuzma find coveted kicks he's after, for his arena-entry fits and for games.
"Sneakers aren't just a basketball shoe anymore," said GOAT co-founder Eddy Lu. "It's a lifestyle thing. What we've seen is that sneakers transcend basketball."
Behind the scenes
Damian
Lillard
Why “Superstar”?
Coming off of a first-team All-NBA season last year, Damian Lillard looked to bridge his standing among the league's best with his growing marketing profile off the court.
Most of all, he wanted to take advantage of the league's loosened color rules and tell stories with his Adidas Dame 4 and Dame 5 signature sneakers, transcending the Blazers' typical red and black tones.
"Now, if I want to wear a mint green shoe because it represents my mother's favorite color ... well now I'm wearing it on TV," he said. "It allows you to tell those stories and use whatever colors you want."
Behind the scenes
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