The Brooklyn Nets have partnered with GOAT, the wholesale sneaker and luxury apparel app, for the 2019-20 season.

Specifically, the two brands are partnering on a branded Barclays Center arena entryway for players’ arrivals.

As Darren Rovell notes ...

The NBA players entrance has become an increasingly more valuable space over the last five years. Every team will have a sponsored entrance space by the end of next year. https://t.co/vZiYFZZseM — Darren Rovell (@darrenrovell) November 21, 2019

Last year, for the first time, the NBA loosened restrictions on marketing entry ways —permitting licensing deals like the one between the Nets and GOAT.

The Nets and GOAT will also create pre-game content highlighting the shoes, gear and other GOAT accessories worn by both the Nets and visiting players.

GOAT will highlight individual players’ styles, led by Kyrie Irving’s signature line, the Kyrie Collection, highlighting his newest sneaker the “Kyrie 6.”

“GOAT is a community of individuals aspiring to be the greatest;” said Sen Sugano, Chief Brand Officer of the GOAT group. “The Nets organization and individual players embody this, making the partnership a natural fit for our brands. With major influence on and off the court, we’re excited to see each athlete stand out and show off their styles this NBA season.”

“We recently expanded beyond sneakers to offer apparel and accessories from the world’s leading contemporary and luxury brands,” Sugano said.

GOAT and one Nets player, Kyrie Irving, already have a connection. GOAT has released a Kyrie Collection,

“We are thrilled to partner with GOAT for the 2019-20 season,” said Bryan Calka, the Senior Vice President of Global Partnerships at BSE Global, the Nets parent group. “In today’s social media-driven conversation, professional athletes are establishing trends, and the player arrival path is their runway. By partnering with GOAT, an industry leader in style, we are able to highlight these moments and translate their evolving individual style to fans.”

Sugano explained why choosing to exclusively partner with the Brooklyn Nets. For Sugano and GOAT, the Nets representation of the Brooklyn borough, calling it home, and being in the New York Market established the partnership.