New York Knicks rookie RJ Barrett has signed a multi-year footwear and apparel endorsement deal with Puma, linking the franchise’s highest draft pick in over three decades with the brand’s original endorser, Knicks Hall of Famer Walt “Clyde” Frazier.
“We’ve had our eyes on him for a long time, going back to before last year,” said Adam Petrick, Puma’s global director of brand and marketing.
Over the course of the year, Barrett emerged as a top target for the brand, with executives strongly believing that he’ll become the best player from his draft class, while also drawn to the appeal of the New York marketplace. Last season, the company also signed a Knicks rookie in No. 9 overall pick Kevin Knox, along with a mix of nearly a dozen rookies and veterans.
“New York is a very special city for us,” said Petrick. “Our legacy goes back to Clyde and 1973, being the first brand to sign a signature basketball deal. We see New York as the homeland of Puma basketball.”
For Barrett, there was mutual interest in Puma as the company was making a return to the basketball category with a renewed investment in signing NBA players, musicians, entertainers and even basketball trainers, like Chris Brickley.
Puma was the first company to present their endorsement offer and future plans to Barrett, pitching him in Los Angeles this spring, just before the NBA draft.
“RJ’s excited for the opportunity to have a prominent profile with a major brand,” said his agent, Bill Duffy. “It’s very unique. Of all the top brands, it’s hard for a young guy to craft a lot of visibility early in their career. Puma has committed to him at that level, and it’s very exciting.”
While Nike, Jordan and Adidas feature rosters that total more than 85% of the league’s players, the opportunity to be among just 15 Puma endorsers would afford Barrett with more personalized marketing and attention.
“When it came time to sit down with RJ,” continued Petrick. “It was about ensuring that he has a big splash this year, knowing that we’re serious about activating him, using him in photoshoots and making him the face of the brand and certain products.”
In tandem with the signing, Puma is opening a new 5th Avenue flagship store this weekend in Manhattan. A mural repurposing the city’s classic “I Love NY” slogan was painted along 31st Street, declaring “NY ❤ RJ” and later featuring a Puma cat logo atop the heart, alongside the 19 year-old’s face.
“Sure, a guy can be a star on any team and from any geography, but when you’re able to get a guy that has the potential RJ has, and he’s in a market where he’s going to have the opportunity to be exposed to a lot from art, culture, fashion and music, that’s a bonus,” said Petrick.
As he mulled through additional endorsement offers from Nike and Adidas after the draft, Barrett first wore Puma sneakers at his Summer League debut in early July.
“He was well aware of the impact they made last year,” said Duffy. “From a strategic standpoint, if they wanted to make an impression on young guys that, ‘Hey, we’re in this thing,’ it certainly resonated with him. He was very aware of who they signed, the amount of players that they signed and that they wanted to be in the game. That meant a lot.”
During his rookie photoshoot just weeks ago, Barrett debuted Puma’s upcoming, unreleased sneaker model. Last season, the company outfitted players in a purposely gaudy, vibrant red and bright yellow colorway of their Clyde Court model, taking advantage of the NBA’s new lack of color restrictions and drawing attention as players wore them with purple, black or even green uniforms. This season, that strategy may shift yet again.
“As brands become more and more aggressive with color, we’re actually [going to be] playing a lot more with the classic, clean color of white, with a pop color of pink or green,” said Petrick. “That’s something that we think will be different.”
A formal announcement event for the Barrett and Puma partnership is scheduled for Wednesday along 31st Street.
“It’s great to be able to echo that legacy and history, in a market where Clyde is an icon, with the top rookie on that team,” said Petrick.