Booker's shoes have been heavily promoted by the company and Booker directly. In addition to Booker's Nike Book 1 social media and billboard campaign, or promoting them at major tastemaker events such as Miami's Art Basel, he's had two commercials for Book 1s over the past year.

Basketball shoes have a way of telling stories. They can create inflection points for players, sneakerheads and casual basketball fans. The proper shoe can transcend basketball, influencing fashion and culture.

Devin Booker showed love to his former college coach in the NCAA Tournament, even if his coach is now with an SEC rival.