13 of the Biggest News-Making Moments in Sneakers in 2024 

There was no shortage of news in the world of sneakers in 2024.

Some of the biggest headlines over the past 365 days included new chief executive officer hires (and the return of company founders), shoe deals for top-tier WNBA talent, unique ways to sell sneakers to consumers and much more.

And those headlines were produced by a variety of sources, including industry giants (Nike, Under Armour, Hoka), the hottest names in sports (A’ja Wilson, Caitlin Clark, Angel Reese) and new brands in the market (While on Earth).

Below are 13 of the biggest news-making moments in sneakers in 2024.  

Nike Announces Elliott Hill as Its Next CEO

Elliott Hill was announced as the new president and chief executive officer of Nike Inc. in September, becoming just the fifth ever in company history. Hill, a company veteran of 32 years, succeeded John Donahoe, who has retired from his role as Nike Inc. president and chief executive officer. Hill assumed the role on Oct. 14, and also became a director of the Nike Inc. board of directors and the executive committee.

Kevin Plank Returns as Under Armour CEO, Stephanie Linnartz Steps Down After One Year

The Stephanie Linnartz era at Under Armour came to an abrupt end in March and Kevin Plank found himself back in the driver’s seat. The Baltimore-based athletic brand said in March that Linnartz would be stepping down as president, chief executive officer and a member of the board, and would be succeeded by Plank, effective April 1.

Hoka Hires 17-Year Nike Veteran Robin Green as New President

Deckers Brands, the parent company of Hoka, announced in February that it had hired Robin Green as president. Prior to joining Hoka, she held several leadership roles at Nike during her 17 years with the company, most recently serving as its global VP and GM of men’s running and fitness. Before Nike, Green was a manager and buyer at Fleet Feet for four years.

Nike Reveals WNBA Star A’ja Wilson Is Getting a Signature Shoe

To much fanfare, Nike announced A’ja Wilson — who graced one of FN’s covers in 2024 — as its next signature athlete in May. Nike’s announcement included the launch of a website, Ofcourseihaveashoe.com, and the name of her first-ever signature shoe: A’One. The Swoosh also confirmed Wilson’s signature collection will include selections in women’s, men’s and kids’ sizing, and it will be released globally via Nike.com, the Snkrs app and at select retailers in 2025.

Angel Reese and Reebok Extend Partnership, Announce 2026 Signature Shoe Release

Angel Reese — the FNAA Style Influencer of the Year for 2024 — and Reebok had an exceptional year. In addition to the release of her first-ever collection with the brand, dubbed Reebok by Angel, the WNBA star also helped the athletic company get back into the basketball shoe conversation by debuting the Engine A, its first performance model since the early 2010s. So Reebok’s decision to extend the relationship seemed only right. In October, Reebok announced the multiyear contract extension, as well as its plans to release her first-ever signature sneaker in 2026.

Caitlin Clark Reportedly Signs 8-Year, $28 Million Deal With Nike

Although Nike was sparse on details, The Wall Street Journal reported in May that the Swoosh’s new deal for WNBA star Caitlin Clark was worth up to $28 million over eight years. A month earlier, Shams Charania — then the senior lead NBA insider for The Athletic and Stadium — reported via X (Twitter) that Clark’s deal would also include her own signature shoe. And in early December, Sportico released its Highest-Paid Female Athletes 2024 list, which stated Clark’s most most valuable endorsement deal was Nike.

On Taps Zendaya for Partnership

On added Zendaya to its roster of brand partners in June, announcing at the time that it had signed the star to a multiyear deal. With the deal, the Emmy and Golden Globe winning actor will contribute to select collections, products and creative campaigns with On that center on movement and storytelling.

J Balvin Combats Bots for Air Jordan 3 Collaboration by Charging $25,000

In an effort to combat bots, shoppers looking to secure the J Balvin x Air Jordan 3 “Rio” in May via the artist’s website found a $25,000 subtotal in their cart. To get the $250 retail price, which did not include shipping and taxes, consumers needed to enter two discount codes.

If the Acclaimed Wu-Tang Clan x Nike Dunk High Wasn’t Enough, the Iconic Group Also Revealed Special Honeycomb Packaging

For 25 years, fans of rap icons Wu-Tang Clan dreamed of owning the group’s collaborative Nike Dunk High, which was reportedly limited to just 36 pairs in 1999. In November, the Swoosh released the highly-anticipated shoe, but Wu-Tang Clan upped the ante quite a bit. The rap legends revealed honeycomb-themed boxes on its social media channels, as well as an image of the RZA signing one of the box’s inner glass cover.

Paige Bueckers Becomes the First College Basketball Player to Get a Nike Sneaker Release

Paige Bueckers, a college basketball star at UConn, got her first shoe release in October. With the release of her iteration of the Nike GT Hustle 3, Bueckers became the first college basketball player to ever get a Nike sneaker release. Details for Bueckers include the numbers “860” and “612” on the left tongue, the area codes for the University of Connecticut and her hometown of Edina, Minnesota. 

Anta Releases Its First Signature Shoe for NBA Star Kyrie Irving

After signing with Anta in July 2023, the Chinese athletic brand released its first signature shoe for NBA star Kyrie Irving in March, the Kai 1. The first colorway, dubbed “Artist on the Court,” was dressed in purple and pink hues. The hooper debuted the look on court a month earlier.

Former Nobull Exec Todd Meleney and CrossFit Legends Mat Fraser and Brooke Wells Debut While on Earth

When Todd Meleney left Nobull in early 2023, a training footwear company he called home for a decade, he was eager to create something atypical in the hypercompetitive and crowded marketplace. That led Meleney and his team to create While on Earth, a brand is focused on creating products for all types and levels of fitness and wellness enthusiasts. The While on Earth founding team also includes a pair of CrossFit legends: Brooke Wells and Mat Fraser.

Nike Says The Shoe Surgeon Built a Counterfeit ‘Empire’ in a July Lawsuit

In July, Nike filed a suit in the Southern District of New York, alleging that The Shoe Surgeon has attempted “to build an entire multifaceted retail empire” using its trademark rights by creating and selling counterfeit Nike shoes, as well as selling classes that teach consumers how to make their own fake Nike shoes. The athletic giant also took issue with The Shoe Surgeon’s common practice of creating “unauthorized collaborations” between Nike shoes and other brands that are not affiliated with or endorsed by Nike.

About the Author

Peter Verry is the Senior News and Features Editor for Athletic and Outdoor at Footwear News. He oversees coverage of the two fast-paced and ultracompetitive markets, which includes conducting in-depth interviews with industry leaders and writing stories on sneakers and outdoor shoes. He is a lifelong sneaker addict (and shares his newest purchases via @peterverry on Instagram) and spends most of his free time on a trail. He holds an M.A. in journalism from Hofstra University and can be reached at peter.verry@footwearnews.com.