The Most Lucrative Sneaker Deals of All Time

A simple cash payment, a few commercials and maybe a signature shoe – sneaker deals are more than just a marketing tactic aimed at moving more units. Over time, the relationship between athlete and brand has shifted from a straightforward partnership to a highly lucrative cultural collaboration – just check out and for an inarguable example.

These days, endorsement deals have played host to some of the most talked-about releases in the game. From 2020’s Dior x Air Jordan 1 hitting shelves at over $2,200 USD, to resale figures on the Nike MAG hitting around $60,000 USD, the numbers are hard to ignore.

Given the scale of these colabs, it's no surprise that the deals behind them have reached eye-watering figures. We’ve rounded up just some of the most lucrative athlete-brand pairings to date. Lock in, forget your bank balance, and check out the selects below.

Michael Jordan x Nike

Breaking down the full history, relationship and financial ins-and-outs between and the would need a whole post of its own, and then some. ( You could start here with our write-up on how Nike Air launched MJ’s legend!) Still, what started as a gamble in 1984 – when then-traditional-running-brand Nike signed an NBA-untested rookie – ended up redefining sports marketing forever.

At the time, His Airness actually wanted to sign with the , but Beaverton came in with a five-year deal worth $2.5 million and the promise of a signature shoe.

The first model, the , dropped in 1985. The ‘Black/Red’ colourway – also known by its informal portmanteau ‘Bred’ – immediately caused a stir. Banned by the NBA for violating uniform code, it was nonetheless an overnight hit. Nike ran with it, spinning the controversy into marketing gold.

From there, the Air Jordan line became its own beast. Each release tied into MJ’s career arc: the AJ3 with its elephant print and Jumpman logo debut, the Air Jordan 11 ‘Concords’ the Black Cat wore during his first comeback, and the AJ12’s infamous ‘Flu Game’.

Culturally, Jays have bled far beyond the hardwood. They’ve been worn by rap royalty (2-Pac, , ), embraced by the fashion enthusiasts (), repped by all-over icons () and adopted by street kids chasing the dream.

In financial terms, Jordan’s Nike empire is unmatched. Recent estimates set his annual royalties from the brand at unbelievable sums, dwarfing any other commercial deal. In 2023 alone, the Jordan Brand reportedly brought in over $6.6 billion in revenue. Today, the Jumpman is a blueprint for athlete-led branding, and Jordan’s still outsell every signature line on the market.

LeBron James x Nike

lifetime deal with Nike, signed in 2015, is one of the most historically significant moments in the land of big-money partnerships. It’s estimated to eventually exceed $1 billion in value, and is the culmination of a relationship that began in 2003.

In a move as agile as LBJ’s game, Nike managed to outbid competitors to sign the star straight out of high school. What followed was not only a successful product line, but the shaping of one of Nike’s most consistent and culturally relevant court franchises.

Over the years, the LeBron signature line has produced innovative and iconic models for Nike Basketball – from theto the , and more recently the LeBron 20 and 21. Set on an ever-growing base of infamous fabrications and colourways (shout-out ), the King James catalogue moves easily between the hardwood and streetwear scenes, embraced by hoopers and collectors alike.

Beyond product, LeBron’s Nike partnership extends into storytelling. Campaigns have explored identity, empowerment and community, positioning the powerhouse player as a cultural champion with reach far beyond the fast break game.

Neymar Jr. x PUMA

Agüero. Pelé. Diego Maradona. The list of football legends tied to runs deep – and in 2020, Brazilian big gun Neymar Jr. added his name. Known for his flashy footwork and head-turning off-pitch ensembles, the former PSG forward left Nike after 15 years to sign a deal with PUMA. It was reportedly worth around £23 million (approximately $30 million) a year, making it one of the most colossal endorsement contracts in football history.

Since signing, Neymar Jr.’s been a key player in the Big Cat’s new game. He has served as the face of many performance cleats and lifestyle collections, bridging the gap between pitch presence and streetwear. His signature ‘Future’ boot division has been refreshed season after season, blending tech upgrades with luxe, personal design cues.

Off the pitch, the player’s influence has helped drive ready-to-wear capsules and campaigns that lean into his heritage, musical tastes and fashion nous, cementing his role as a global tastemaker.

Serena Williams x Nike

There’s no denying that Nike deal is one of the biggest success stories in modern day sports. Cracking its shell as a simple sponsorship agreement, the partnership has since evolved into a formal collaboration that blends the tennis star's on-court achievements with her massive off-court influence on fashion, business, and gender and race equality activism.

Up until 2019, the spotlight was locked on the sponsorship (rumoured to be worth $60 million) and a string of co-branded releases. But six years ago the real milestone in the Williams-Nike alliance arrived with the launch of the Serena Williams Design Crew. Based out of the brand’s Oregon headquarters, the SWDC runs as a six-month, Project Runway-style apprenticeship, bringing in fresh talent to work alongside Williams and Nike’s in-house team.

Since its inception, the program has produced collections inspired by everything from West African kente prints and the Victory Tech sneaker to conceptual capsules rooted in the aesthetics of Williams’ hometown – Los Angeles.

Steph Curry x Under Armour

NBA star partnership with sports brand has found its final form as an incredibly successful athlete-brand pair-up, shifting from a simple endorsement deal in 2013 to today’s powerful, mutually beneficial relationship.

Once on board, The Chef took an active role in the development of his kicks. He started with the ‘’ which combined high-tech features with sleek design, and even featured in a TV ad campaign with actor Jamie Foxx. As the years passed, the sharpshooter’s involvement expanded, influencing not only the product but also Under Armour’s broader vision. By 2020, his influence helped shape the ‘Curry Flow 8’, a silhouette praised for its performance and innovative use of UA Flow technology – a foam cushion that is completely rubberless – allowing wearers to start and stop on a dime, and more quickly get off the ground.

Tony Hawk x Vans

If you didn’t already know then you’ll be surprised to hear that partnership with wasn’t made official until just five years ago. Before the ratified deal, the half-pipe master was already seen as a pioneering figure for the Californian label, with his signature silhouettes and limited-edition collaborations serving as must-have models (such as the ) for the skateboarding community.

With his daring tricks and pioneering influence shaping the sport as we know it today, even after his retirement from competitive skating in 2003, Hawk's legacy continued to thrive – Vans continued to ride the wave of his success through product launches and high-profile events. While the street sneaker leader had long recognised Hawk’s contribution to skate culture, the official partnership formalised in 2020 allowed for deeper collaboration, giving Hawk a more hands-on role – providing colour commentary for the ‘Vans Park Series’ and producing a new professional vert skateboarding competition.

Roger Federer x On Running

Roger Federer’s partnership with Swiss performance imprint is a standout example of how athlete-brand relationships have shifted in the era of modern money. Moving from Nike to Uniqlo in 2018, Federer made an even bolder play one year later by investing into a then-former running brand called On.

Unlike a traditional endorsement contract, the 20-time Grand Slam champion took an equity stake and an active role in the company, contributing to product development and brand direction. The collaboration led to the launch of ‘The Roger’ line of tennis-inspired lifestyle models, reflecting his personal aesthetic and passion for innovation. When On went public in 2021 with a valuation close to $10 billion, Federer’s stake was already substantial but more recent reports suggest its value has grown, with some estimates placing it at around £277 million (roughly $360 million), depending on stock performance.