When the NBA last descended upon Orlando, Florida, the sneaker world saw some of the most iconic themes and launches in All-Star Weekend history. Brands began planning some 16 months in advance for the 2012 event, with Nike's detailed "Galaxy" collection celebrating the region's nearby NASA space center at Cape Canaveral, instantly fetching more than their retail price on the resale market.
This time will be much different.
As companies continue to face factory delays in Asia due to closures and restrictions around the coronavirus pandemic, the sliding calendar of the NBA's remaining regular-season schedule has also made for a variety of shifts in marketing strategies and launch timelines across the industry.