Joel Embiid expected to sign endorsement deal with Skechers

After years with a former upstart brand, Philadelphia 76ers center Joel Embiid is bringing his star power - and size 17 feet - to an unexpected place.

The Athletic reported that the 2022 NBA MVP is working on a new endorsement deal with Skechers as the company is making a push into competitive basketball footwear. Embiid isn't the only NBA player the lifestyle brand is signing, either:

"Skechers is expected to launch its new basketball division with a class of NBA players. While Embiid would cause the biggest ripple, New York Knicks All-Star Julius Randle and Los Angeles Clippers guard Terance Mann are expected to sign with the brand as well, industry sources said."

The addition of Embiid is notable for more than what he has done on the court. While the NBA has long been filled with colorful personalities, the Cameroon native may be the most engaging one among current players. He built his image largely off of trolling his opponents on social media but he always found ways to poke fun at himself. Embiid has already shown his skills as a pitchman for Mountain Dew, Hulu, Jolly Rancher, and most recently Google as it promotes the Pixel phone line. Bringing on someone who is established as a player and endorser is a dual benefit for Skechers.

Yet the major unknown, of course, will be how the sneakers themselves perform on the court. Despite their reputation for comfort, Skechers shoes don't have the "cool factor" that Nike has built over decades nor has it presented itself as an aggressive challenger to performance wear as Under Armour, the brand Embiid just left. With Reebok making its own resurgence this upcoming season, the competition for performance basketball shoes is heating up in a way not seen in the market in some time.