The 5 Biggest Winners in Sneakers in 2023

In the wake of unimaginable loss and a soon-to-expire deal with Nike, Vanessa Bryant used the last four years to reinvigorate Kobe Bryant's legendary signature sneaker line. The Bryant Estate reached a new long-term contract with Nike in 2022, but 2023 showed the most gains.

Nike officially relaunched the "Kobe Brand" in August, seven NCAA basketball teams were selected as "Mamba Programs" in September, and the "That's Mamba" marketing campaign debuted in December. Supply remains a nagging issue for the brand, but we are confident that 2024 will be the year most fans can easily purchase Nike Kobe sneakers.

It is easy to forget how bad 2022 was for Kyrie Irving: a suspension, trade, and the cancelation of his signature sneaker deal with Nike. Irving and Nike were a powerful team, but could the former survive without the latter in the sneaker industry? Yes.

Irving announced a new signature sneaker deal with the Chinese brand ANTA in June, which made him the Chief Creative Officer of ANTA Basketball. Earlier this month, Irving partnered with the sneaker platform KICKS CREW, becoming its Chief Community Officer. The launch of Irving's new signature sneaker line in 2024 should further shake up the industry.

It took Deion Sanders less than a year to flip the college football landscape upside down. "Coach Prime" almost singlehandedly turned the downtrodden Colorado Buffaloes football team into a formidable squad and transformed the sleepy college town of Boulder into a hotspot for celebrities on Saturdays.

More importantly, Sanders finally reunited with Nike in July. Nike rolled out new "Coach Prime" merchandise and retro footwear, with much more in 2024. This year was just the warmup act for what Sanders and Nike have in store for next football season.

Women's college basketball players stole the show in 2023. UCLA Bruins guard Kiki Rice debuted the Air Jordan 38 in March, and that was not even the biggest storyline of the year.

Thanks to NIL deals, Caitlin Clark, Angeles Reese, and Hailey Van Lith became household names and major players in the sneaker industry. For the first time in NCAA history, athletes have some power, and the footwear brands are there to help elevate the student-athletes.

Did you really think Michael Jordan was not going to dominate in '23? Popular collaborations with recording artists Travis Scott and J Balvin were successful in the lifestyle sneaker market, while Jordan Brand continues to make gains in the sports world.

A few of Jordan Brand's highlights include signing Aaron Judge and Jalen Hurts to sneaker deals. Plus, Luka Doncic agreed to a long-term contract extension while Jayson Tatum's signature line took flight. As always, the sneaker conversation begins and ends with the GOAT.