Sneaker tours have become a priority for NBA players who seek to expand their brands in the international market. The promotional trips have been a way to connect with fans that typically don’t access to their favorite players during the regular season. This process includes clinics with local kids, surprise store visits and fun exhibition games.
The tour strategy was one of the biggest factors in Michael Jordan's ascension to global icon status. For instance, Nike sent Jordan over to Italy for an exhibition game prior to his sophomore season in 1985, where he famously shattered the backboard and laid the groundwork for a future sneake campaign.