The construction of New Balance’s basketball strategy begins with a universal pitch that can be summed up in one word — “family” — which arises unprompted amongst executives and players who’ve teamed up to help sell the brand’s hoops dream. While it’s an idea that’s strived for by just about every footwear brand, the family culture at New Balance seems to hit differently and more authentically. “With any athlete signing, we want to make it clear: This will be a family-like partnership,” Lokesh said. “We are looking to partner with the best people, who also happen to be some of the best basketball players in the world.”