This is the first year of an eight-year deal that sees sports apparel giant Nike making the uniforms for every single NBA team. While that’s great for them (except when their jerseys rip apart in the slightest of breezes), it poses a little bit of a problem for star athletes who have big money sneaker deals with rival companies.
In particular, perennial MVP candidates Steph Curry and James Harden have massive contracts with Under Armor and Adidas, respectively. Neither of those companies are likely thrilled that their feature athletes are constantly being photographed in Nike uniforms. And while they might not be able to cover up the swoosh on the chest, this Business Insider report suggests that Curry and Harden are trying to reduce it as much as possible — especially when it comes to footwear.
Basketball shoes are big business, and every star player ends up with a signature shoe deal. And you don’t want those fresh new Under Armor or Adidas kicks photographed with Nike logos everywhere. So it looks like Curry and Harden are making an effort to cover up (or cut off) the Nike logos on their officially branded Nike uniform socks.
Here’s Curry rolling down his socks, hiding the logo:
And here’s Harden, who took it one step further than rolling and cut the entire top of his sock off, removing the logo altogether:
Business Insider notes that Harden appeared to be rolling his socks earlier this season, until they started to get the scissor treatment.
I know what you’re thinking: “What a crock! These guys probably always do this to their socks. It’s what they are comfortable with. Stop creating a controversy out of nothing, SportsBreak!”
But you’re wrong.
Here’s are respective shots of Curry and Harden’s socks from the 2016-17 season, when a company called Stance made socks for the NBA uniforms.
This isn’t exactly like Michael Jordan covering up the Reebok logo on his USA Basketball jersey after the Dream Team won gold in the 1992 Olympics. But it’s almost as petty.