Four Feel-Good Sneaker Stories from NCAA Tournament

Adidas, Jordan Brand, Nike, and Under Armour have reason to celebrate the 2023 NCAA Tournament.

The 2023 NCAA Basketball Tournament has been sensational for both the men's and women's brackets. The games felt simultaneously exhilarating and like a return to normalcy after several painful years of the pandemic.

Of course, only one team from the men's and women's tournaments can cut down the nets. But there were so many winners at every level - players, coaches, schools, and sneaker companies. Here are the top four feel-good sneaker stories from this year's Mach Madness.

Under Armour Protects This House

Raven Johnson dribbles past Faith Masonius / Jim Dedmon-USA TODAY Sports

It would have been impossible to watch Sunday afternoon's women's national championship game and not see several Under Armour commercials. The American brand recently reprised its legendary 'Protect This House' marketing campaign and dominated the airwaves with goosebump-inducing commercials.

Unfortunately, the Maryland Terrapins and South Carolina Gamecocks fell short of the finals game. Yet, it was still a great run for Under Armour. The upstart company has always viewed itself as a disruptor and continues to elbow its way through a competitive industry.

Adidas Underdogs

Alijah Martin celebrates a play / Troy Taormina-USA TODAY Sports

Adidas has two schools advance to the Men's Final Four. The fifth-seed Miami Hurricanes and ninth-seed Florida Atlantic Owls enjoyed a miraculous run through March which etched their names into college basketball lore.

It was a much-needed win for the German company that has had an unusually tough year. More importantly, it allowed the student-athletes to expand their brand and show out on the biggest stage in rare player-exclusive gear.

Jordan Brand Makes History

Zia Cooke defends Kiki Rice / Jim Dedmon-USA TODAY Sports

It has been almost forty years since Michael Jordan's legendary sneaker line first took flight. Now the Air Jordan line is in the hands of a 19-year-old woman in Westwood, California. Kiki Rice already made history in October when she became Jordan Brand's first-ever NIL athlete. 

During the Bruins Sweet 16 game on March 25, Rice debuted the Air Jordan 38. Jordan Brand and UCLA continue to push the envelope, and Rice is the perfect ambassador of the world's most popular sneaker line.

Women Carry Nike Kobe Line

Caitlin Clark defends Jasmine Carson / Kevin Jairaj-USA TODAY Sports

It has been almost 24 hours, and our heart is still racing from the Women's Championship Game between the Iowa Hawkeyes and LSU Tigers. Both teams should be commended for an incredible season.

Nike sponsors both schools, and most of the young women chose to wear shoes from Kobe Bryant's signature sneaker line. LSU received pairs of the Nike Kobe 6 'Grinch' during the tournament, while Iowa's Caitlin Clark has hooped in the Nike Kobe 5 Protro 'Bruce Lee' most of the season.

It has been over three years since Bryant's tragic passing, but his fingerprints are still all over the game and sneaker world. It is only fitting that one of the most prominent women's basketball supporters' shoes be worn during the epic showdown.

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