Kicks Fix: Top 2015-16 sneaker rookies

Every year, teams and fans look toward the NBA draft as a chance to improve their franchises by adding game-changing talent. In the footwear world, each draft is also looked at as an opportunity to bolster a brand's roster with dynamic players who might blossom into stars.

Leading up to the 2015 NBA draft, the available talent wasn't highly thought of from a sports marketing perspective. The on-court potential of the top projected picks was impressive and it was certainly a deep draft. But from a corporate sense, the class was considered below average because it lacked explosive guards and scoring wings, whom brands usually seek.

“It’s a phenomenal group of young players, but they’re all centers and power forwards,” Chris Grancio, adidas basketball general manager, said before the draft. “For a GM, it’ll be a fantastic draft. For our business, it’s a little bit less appealing.”

As the season began, several of the top picks made their marks early. Karl-Anthony Towns, the No. 1 overall selection and eventual Rookie of the Year, instantly showcased a versatility and athleticism rarely seen from a player his size. He's a franchise center for years to come for Minnesota. From an endorsement standpoint, Towns wears a size 20 shoe. Before the draft, he expressed interest in signing with Under Armour, but the brand was weary of the resources and extra effort it would take to custom make all of Towns' footwear, and the brand cooled on the idea.

After Towns eventually signed with Nike, the brand created several versions of white and blue hued pairs of the Air Max Body U, Hyperfuse 2014 and Air Max Audacity, which didn't create much interest in the sneaker world. While his play and ability could make him a potentially transcendent center, Towns isn't likely to move the needle in the footwear industry.

Of the remaining 29 players selected in the first round, Nike signed 20, adidas five and Under Armour three, and Jordan Brand’s lone new player was Charlotte’s Frank Kaminsky. Within that group, a handful of rookies rose above the rest from a marketing standpoint because of their performance, ability to create awareness with their rotation of sneakers, and playing in key markets.

Here are the top five sneaker endorsers, in no particular order, from the 2015 rookie class.

EMMANUEL MUDIAY | PG, DENVER NUGGETS

Mudiay was actually the only rookie to have his game shoes also released in stores. Six editions of his Under Armour ClutchFit Drive 2 and Fire Shot sneakers dropped, each featuring Nuggets hues and a “0 | EM” custom tongue tab.

Mudiay's play was up and down, and his jump shot is still a work in progress. He shot just 36.4 percent from the field. There were even stretches in which he was noticeably reluctant to shoot, instead driving into the lane and creating for his teammates. He finished the season averaging 5.5 assists per game.

He initially signed his shoe deal with Under Armour a full year before entering the draft because he played a season in China before joining the NBA. That added time allowed the brand to plan ahead and build out Mudiay apparel and footwear product launches.

As Stephen Curry continues to lead the charge with his signature series for Under Armour, Mudiay will be the up-and-coming player who will help carry the company’s statement-level team shoes.

KRISTAPS PORZINGIS | PF-C, NEW YORK KNICKS

On the night of the draft a year ago, Porzingis was an unknown commodity to U.S. fans, thought to be another international project. Once opening night came around, Porzingis took the league by storm, showing off an agility and skill set hardly seen from players of his size. He also displayed a toughness and confidence rarely seen from foreign prospects.

Wearing custom, size 16 versions of Nike's Kobe X Elite sneaker all season, Porzingis rode a wave of popularity during his rookie season. He finished the year with the fourth-highest selling jersey, proving to companies and marketing partners that he could leverage one of the league's biggest markets and move products.

Unlike his fellow top rookie classmates, who are each locked into shoe deals through their first four or five seasons, Porzingis is a sneaker free agent this very summer. He initially signed a four-year deal with Nike as a teen prospect in Europe and will now be looking to ramp up his marketing and presence even more next season, by either extending with Nike or switching to Under Armour or adidas.

“Whatever shoe he's wearing, or whatever marketing plan is behind it, it will be something that supports someone who is a game-changer and a perception-changer,” said Chris Brantley, Porzingis’ marketing rep at ASM Sports. “He's not your typical big man. He's a crossover player and a guard in a big man's body.”

That versatility was on display all season, as Porzingis stepped out to the three-point line, posterized multiple players at once on putback dunks and jabbed for jump shots. As his career continues to blossom on the grand stage of Madison Square Garden, his marketing presence and footwear imprint should only rise from there.

DEVIN BOOKER | SG, PHOENIX SUNS

Since his time as a sharpshooting high school prospect and one-and-done guard on a loaded University of Kentucky roster, Booker largely was seen as an under-the-radar player in the eyes of sneaker brands. The lack of appeal never quite made sense because Booker seemed to possess a combination of explosive scoring potential and a willingness to build his brand. The 13th overall selection in the draft ultimately signed with Nike after a lukewarm shoe-deal courting process.

By the end of his rookie season, Booker left no doubt about his ability to evolve into a cornerstone scoring guard. After averaging just 11 minutes per game before December, his court time saw a huge leap down the stretch, and Booker's play blossomed.

After the All-Star break, he averaged 36.7 minutes per game, and the scoring barrage soon began. He had five 30-plus point games and averaged more than 21 points during March and April.

For most of the year, Booker could be seen rotating through a mix of bold and loud custom colors from the NIKEiD website of Kobe Bryant's signature shoes, like the Kobe X and Kobe XI lows. As he looks to continue to improve his consistency with an increased role next season, Booker will be one of many high-scoring two guards around the league who is expected to carry Kobe Bryant's sneaker line now that the Lakers great is retired.

D'ANGELO RUSSELL | PG, LOS ANGELES LAKERS

Heading into the draft, D'Angelo Russell was the most sought after player by brands. Being selected second overall and practically handed the keys at point guard to the Lakers made his profile extremely attractive to Nike and adidas.

After fielding a strong offer from adidas, Russell ultimately signed a long-term deal with Nike for $1.4 million per year. He was instantly seen mixing things up on a game-by-game basis, wearing a variety of Kobe Bryant's signature shoes from the past few years, along with creative custom versions through the brand's NIKEiD website. He wore 23 different kinds of shoes over the course of the year, 18 of which were different editions of Kobe's shoes.

With his sharp off-court style and social-media presence, Russell created a strong following. And after a rough start, his play was coming around as well.

Then the Nick Young incident happened.

The aftermath was difficult, both from a team and marketing standpoint. But as we've often seen throughout the league, players can overcome negative situations with time.

As Russell looks to make the leap toward becoming a consistent starter in a post-Kobe world, his dynamic playmaking and sense of style will continue to carry him as an endorser in the marketing world. But it will certainly take some time for him to repair his image.

JUSTISE WINSLOW | SF, MIAMI HEAT

It's fairly commonplace throughout the sneaker industry for brands to have an association with a player through high school/AAU, college and professionally. In the sports marketing world, it's often referred to as a “close the loop” or “full circle” deal to sign a long-associated player as he enters the NBA.

When Duke's do-it-all wing, Justise Winslow, signed a deal with adidas last summer, it caught several throughout the industry by surprise.

Winslow had played at a Nike high school, for a Nike-sponsored AAU team and won an NCAA title at one of Nike's elite institutions. Once he was selected 10th overall in the draft, landing in a priority market in Miami, adidas simply came to the table with the highest offer. It pitched Winslow on being elevated in marketing and not getting lost in the shuffle at other brands, and almost instantly incorporated him in retailer look books for off-court lifestyle sneakers.

On the court, as Winslow was finding his way in just under 30 minutes per game, he was doing so in a wide variety of sneakers and catching the eye of countless sneaker blogs. With his winning pedigree, budding off-court style and flexibility to wear anything from John Wall’s or Damian Lillard's latest signature shoes, to older adidas Kobe models or the brand's newest team shoes, Winslow will be a player to watch as he continues to evolve and grow.