New York Knicks guard Landry Shamet has recently signed a multi-year endorsement deal with Chinese basketball brand Serious Player Only. (sneakernews.com) This partnership marks a significant milestone for the brand, as Shamet becomes its most prominent NBA athlete to date. Serious Player Only, established in 2022, has gained recognition for its innovative modular drop-in midsole systems, lightweight design, and solid traction, features that have drawn comparisons to Nike's Kobe line.
Shamet's decision to align with Serious Player Only follows a standout performance during the 2026 Eastern Conference Finals, where he achieved a record-breaking 91.7% three-point shooting percentage, hitting 11 of 12 attempts against the Cleveland Cavaliers. (tollbit.forbes.com) His sharpshooting was instrumental in the Knicks' journey to their first NBA championship in 53 years. Recognizing his contributions, the Knicks secured Shamet with a four-year, $24 million contract extension during the offseason. (nba.com)
The endorsement deal has sparked discussions within the sports community, notably due to observations about the brand's logo bearing a resemblance to Reebok's. (aol.com) Despite this, Shamet is set to debut his Serious Player Only sneakers in the Knicks' season opener against the Philadelphia 76ers at Madison Square Garden, coinciding with the team's championship ring ceremony and banner unveiling. (sneakerbardetroit.com)
This partnership underscores Shamet's rising profile in the NBA and highlights the growing influence of emerging international brands in the basketball footwear market.