New Balance Adds All-Star Darius Garland to Stacked NBA Roster
basketball isn't done yet with signing talent to rep their brand. They've already had a big year, but they continue to set their sights on the basketball world. Cleveland Cavaliers' guard Darius Garland is next to be added, fresh from his previous partnership with Nike. Garland announced on Wednesday morning that he’s signed a multi-year endorsement deal with the Boston sportswear brand, and there's rumours there might be a signature line on the cards, something he didn't get with Nike.
The New Balance contract comes just a year after Garland’s first All-Star selection. In the 2021-2022 season, Garland averaged 21.6 points, 7.8 assists and 1.2 steals per game. Garland’s signing adds to New Balance’s already healthy roster of NBA talent which includes (Los Angeles Clippers), (Philadelphia 76ers), (Chicago Bulls), and (Atlanta Hawks). NB are loading their decks with a stacked slate of young talent to continue carving out their territory in the NBA market.
It’s suspected that Garland will be the poster boy for New Balance’s TWO WXY series. If this rumour pans out, it could mean we’ll soon see signature sneakers for Maxey and Jamal Murray, who are the current faces of the line.
Garland’s signing with NB has been the subject of whispers and speculation since the beginning of the 2023-2024 season, with Garland lacing up 17 times in the TWO WXY V4 for gamedays. This brought his future with Nike under question, while also suggesting that a brand switch to a new home might see him get his own line.
In a statement, Garland has declared that the brand’s family-oriented culture brought him aboard: 'It is a dream to become a part of the New Balance brand,' Garland said. 'New Balance is a family brand and it felt that way from the first conversation. The brand’s commitment to individuality and their respect for athletes to be themselves is something I deeply respect.'
While Garland isn’t yet a household name, it appears New Balance are banking that he will be soon, and it’s anticipated they will push him front and centre for the advertising of their basketball campaign.