Pistons Team Up with Sneaker Resale Brand for Jersey Patch Sponsorship

The NBA and sneaker culture have long shared a special bond, and now that connection is taking center stage in Detroit.

StockX, a popular marketplace for sneaker enthusiasts, has secured a significant partnership as the new jersey patch sponsor for the Pistons, according to officials from both the team and the company. Starting from the 2024-25 season, the StockX logo will adorn the left strap on the front of Pistons jerseys as part of a multiyear agreement.

This collaboration holds a special significance as StockX is headquartered in Detroit, making it a true local story. The deal will see StockX replacing United Wholesale Mortgage as the franchise’s patch sponsor, marking a shift in branding on the Pistons’ uniforms after UWM’s presence over the past three seasons.

The partnership not only solidifies ties between two iconic Detroit institutions but also strengthens the Pistons’ connection to the cultural and retail aspects of the sport. StockX has emerged as a go-to platform for purchasing rare sneakers and facilitating sneaker commerce, earning comparisons to a “Nasdaq for sneakerheads” by industry observers.

Rich Haddad, the Pistons’ chief operating officer, expressed admiration for StockX as a brand deeply rooted in Detroit’s authenticity and commitment to the community. The collaboration signifies a shared dedication to the city and an opportunity to amplify their collective impact.

For StockX co-founder and president Greg Schwartz, a lifelong Pistons fan and season ticket holder, this partnership represents a full-circle moment. Schwartz’s longstanding relationship with the franchise, including engagements with players over the years, now extends to a formal business alliance.

StockX’s prominence has surged alongside the luxury sneaker market, offering a digital marketplace for enthusiasts to buy and sell coveted footwear. The company’s expansion into partnerships, including a recent collaboration with Walmart, underscores its growing influence in the retail sector.

The alignment with the NBA through the Pistons deal is a strategic move for StockX to tap into new audiences. This marks the company’s most significant sports-related sponsorship to date, expanding its reach beyond previous partnerships with the G League Ignite to secure its first NBA patch deal.

For the Pistons, the collaboration with StockX underscores a broader effort to intertwine basketball and culture, aligning with the league’s trend of bridging sports and lifestyle. The association with StockX as the new arena walk-in sponsor further cements the team’s position at the intersection of fashion and sports.

The Pistons anticipate leveraging this partnership to engage StockX’s loyal fan base and potentially convert them into Pistons supporters. The collaboration will kick off with a celebratory event featuring prominent figures like Cade Cunningham, Big Sean, and Jalen Rose, aiming to engage fans and foster a deeper connection between sports and sneaker culture.