One possible factor is the NBA’s changing superstar landscape. The league has become more international, with players from around the world becoming some of its biggest stars. Nikola Jokić, Giannis Antetokounmpo, Luka Dončić, and Victor Wembanyama represent the NBA’s global future. However, American players have historically driven the strongest basketball shoe culture in the United States.

The issue may not be that international players are hurting Nike, but that many newer NBA stars have not yet reached the level of cultural influence that previous American icons achieved. Michael Jordan’s shoes became a lifestyle movement. Kobe’s shoes became connected to basketball culture and performance. LeBron’s sneakers benefited from his popularity both on and off the court.

Today’s NBA has many great players, but fewer athletes who dominate youth culture in the same way. A player can be one of the best basketball players in the world without becoming the type of marketing phenomenon that makes millions of fans want to wear his shoes.

Nike’s challenge is finding the next generation of athletes who can create that emotional connection with consumers. International stars may actually provide a major opportunity because they can help Nike reach new markets around the world. The question is whether they can also create the same level of sneaker demand in the United States that previous American superstars generated.

The decline in Nike basketball sales is likely caused by several factors, including changing fashion trends, competition, economic conditions, and a lack of a single dominant sneaker icon. The NBA’s international growth is not necessarily the problem — the bigger challenge is creating players who become global cultural brands, not just basketball stars.

In the end, Nike does not need fewer international players. It needs more players, from any country, who can inspire fans enough that they want to buy the shoes they wear.