In April, Stance announced its new partnership with the NBA to become the league's official sock provider starting this year. Stance Socks has recently revealed the exclusive on-court team socks for six NBA teams for the 2015-2016 season.
According to ESPN, terms of the deal between the NBA and Stance were not disclosed, but Stance, a company who only makes socks, will be giving the NBA a guaranteed royalty. As part of the multiyear deal, Stance will make socks for all the league's players in team colors. Those socks, as well as other limited-edition socks made by Stance, will also be sold at retail.
Apparently, the league does not consider socks a part of the uniform - socks are just an accessory, that are mandatory of players to wear. Therefore, the NBA will allow Stance to have its logo on the socks, as Spalding has its logo on the basketball used in the NBA. Only Adidas is not allowed to have their logo on game uniforms.
According to Yahoo Sports, prior to NBA's deal with Stance, for over 15 years, a company named FBF made the official sock of the NBA. FBF produced white socks and black socks with the NBA logo on them. As of recent, they have had success selling socks with current players on them.
"We're just this little sock company that's the first brand to have its logo on every player on the NBA court," said Clarke Miyasaki, Stance executive vice president of business development. "I hope this gives us a big advantage at retail. All we do is socks, and we're committed to making the best for the best players in the world."
Stance has been in business for 5 years, and have grown at least 100 percent in business every year, generating tens of millions of dollars in annual revenue, Miyasaki said. Stance investors include Jay Z and Will Smith. Stance was founded by former Skullcandy executives who were "looking for the next big thing."
According to Slam, on Wednesday, Stance unveiled six of the 30 NBA teams' socks. They showed the socks for the Golden State Warriors, the New York Knicks, the Cleveland Cavaliers, the Atlanta Hawks, the Detroit Pistons and the New Orleans Pelicans.
You can view the socks for each of the six teams below:
Starting this season, every @nba team will have two exclusive oncourt socks. Here's your first look at the @warriors. pic.twitter.com/iT6SvwIDX2
— Stance Hoops (@stancehoops) September 16, 2015
Starting this season, every @nba team will have two exclusive oncourt socks. Here's your first look at the @nyknicks. pic.twitter.com/JUFzJgkxoB — Stance Hoops (@stancehoops) September 16, 2015
Sock game: The squad will rock these @stance socks on Opening Night! Find them at @CavsTeamShop in late October. pic.twitter.com/H3vizrXHOF
— Cleveland Cavaliers (@cavs) September 16, 2015
Thanks to @stance, our players will now wear these sick socks during games! pic.twitter.com/cGnhClYxCT — Atlanta Hawks (@ATLHawks) September 16, 2015
NBA x @StanceHoops x @DetroitPistons on-court socks for this season! pic.twitter.com/syUQcFBdCg
— NBA (@NBA) September 16, 2015
Starting this season, every @nba team will have two exclusive oncourt socks. Here's a first look at the @PelicansNBA. pic.twitter.com/kNJjbwAvB4 — Stance Hoops (@stancehoops) September 16, 2015
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