News Flash: Kentucky Wildcats Star Cason Wallace the 2025 NBA Draft’s projected pick has signed a multi-year shoe deal with New Balance. Foster met with brands this spring in LA to discuss a NIL + NBA shoe deal, and will become a future face of new balance… Read More

June 4, 2025 – Lexington, KY — Kentucky Wildcats standout Cason Wallace, a projected top pick in the 2025 NBA Draft, has officially signed a multi-year endorsement deal with New Balance, the brand announced on Tuesday. The partnership places Wallace among the select few college stars to secure a hybrid NIL and NBA endorsement package, signaling both his on-court talent and off-court marketability.

Wallace, who returned to Kentucky for a second season, elevated his game significantly in 2024–25. Known for his elite defense, leadership, and improved scoring ability, the dynamic guard became one of the most well-rounded prospects in the country. His rise through the draft boards coincided with a growing presence off the court, attracting interest from several top-tier athletic brands.

This spring, Wallace met with numerous companies in Los Angeles to explore NIL and NBA shoe deal opportunities. After careful consideration, he chose New Balance for its athlete-first approach and proven track record of building long-term brand partnerships with emerging stars. “New Balance isn’t just about making sneakers — they’re about making statements,” Wallace said in a statement. “They believed in my story, my game, and where I’m headed. I’m excited to be part of their future.”

New Balance has quickly become a player in the competitive basketball sneaker market, with a growing roster that includes NBA champions Kawhi Leonard and Jamal Murray. By adding Wallace, the brand signals its intention to keep building around high-character, high-impact athletes who can lead both on the court and in the community.

The deal also reflects the evolution of athlete marketing in the NIL era. Wallace’s agreement includes components tied to his college brand as well as long-term plans for his NBA career, blending both spheres in a way that few companies have fully embraced. It provides him with a platform that extends well beyond his first professional contract, including creative input on campaigns and personal branding.