Jesus Shoes (Not Those)

I was never a fan of Steph Curry scrawling the phrase “I can do all things” with a black Sharpie on the sides of his shoes. The phrase, drawn from Philippians 4:13, conspicuously omits the second half of the verse: “through Christ who strengthens me.” This truncated message felt reductive, hyper-individualistic, and more reflective of Curry’s personal brand than his spiritual values. At the same time, it was an undeniably clever marketing tool, helping sell countless pairs of his signature Under Armour sneakers.

Curry’s sneakers aren’t an outlier — they’re emblematic of how faith is expressed in the NBA. Compared to other professional sports, basketball players seem less inclined toward overt displays of faith, such as locker room Bible studies or post-game prayers. In fact, a study analyzing the Twitter bios of MLB, NHL, NFL, and NBA players found that only three out of 359 NBA players included Bible verses, far fewer than their counterparts in other leagues. The contrast is striking: While athletes like former NFL quarterback Tim Tebow have made their faith an outspoken centerpiece of their careers, NBA players seem to approach faith differently.

Take, for example, Jonathan Isaac of the Orlando Magic, who released the JUDAH 1 sneaker in November 2023. Marketed as an alternative to Nike, the shoe prominently features the verse 2 Corinthians 4:9: “persecuted but not abandoned, struck down, but not destroyed.” This wasn’t just a shoe launch — it was a full-blown campaign that combined religious symbolism with Isaac’s personal brand, creating a product that resonated with fans and immediately sold out. Similarly, in 2012, players like Anthony Tolliver and Jeremy Lin supported Active Faith, a Christian sportswear company, by promoting products like wristbands with the slogan “In Jesus’ Name I Play.”

Faith in the NBA has not disappeared. It’s been rebranded. Unlike the NFL or MLB, where faith is often a communal or vocal expression, NBA players channel their faith into commodified symbols and narratives that align with their personal brand and marketability.

Part of it is the money, of course. Star NBA players can earn contracts worth over $50 million per year, and they’re investing that money into businesses that advance their notoriety. But not every basketball celebrity with money is jumping on the faithwear trend. Here is my attempt at a unified theory as to how name-reputation and image has played a pivotal role in shaping the way faith is presented, consumed, and monetized in professional basketball.

Individual Stardom Blurs The Line Between Spiritual Expression & Self-Promotion

When Dwight Howard was drafted into the NBA straight out of high school, he made a promise to use his fame in basketball to “raise the name of God within the league and throughout the world.” Dwight wanted to be a star, that was his plan from the beginning, and his words highlight the way that the NBA is a container for creating outsized stars. Yes, there are star athletes in every professional sport. There’s Tom Brady, Tiger Woods, Serena Williams, Michael Phelps, and Simone Biles. But they’re outliers in their sports. The ones who rose above the rest.

In professional basketball, anyone can be a star. Basketball uniquely emphasizes individual performance. With only five players per team on the court at any time, a single player can dramatically influence the game’s outcome. This visibility is further enhanced by the fast-paced, high-scoring nature of basketball, where key moments often spotlight individual skill through dunks, buzzer beaters, and highlight plays.

More than that, the NBA has historically embraced the marketing of individual stars. The league has cultivated global icons like Michael Jordan, LeBron James, and Kobe Bryant by positioning them as cultural touchstones rather than just athletes. Partnerships with major brands, including Nike and Adidas, have amplified this phenomenon, allowing NBA players to transcend sports and enter fashion, film, and social media. Compared to athletes in other sports, NBA players also have more recognizable faces due to the lack of helmets or extensive gear, making them more relatable and marketable to fans worldwide.

For many NBA players, their level of stardom requires a cohesive personal narrative that justifies and humanizes their success. Faith often becomes a key component of this narrative, serving as both a source of authenticity and a moral grounding for their fame.

This is true for Kevin Durant. His Nike partnership features slogans like “Rise. Grind. Shine. Again.” which, while not explicitly Christian, tap into spiritual themes of perseverance and purpose. This is also true for Emmanuel Mudiay, who rose to fame as a professional basketball player, and who has openly credited his faith as a core part of his journey. When discussing his career, he said, “God had a plan for me, and I always trusted in him.” Mudiay also emphasized using his platform for others, stating, “It’s not just about basketball; it’s about showing people the power of faith and perseverance in the face of adversity.”

Reflecting on his 2011 meteoric rise during “Linsanity,” Jeremy Lin said, “Trying to go through fame and ‘Linsanity’ with the people I love was the hardest thing I’ve ever done. But one of the things I’m proud of is continuing to stand by the people I love the most.” He consistently highlights his reliance on God, stating, “Have I not commanded you? Be strong and courageous. Do not be afraid; do not be discouraged, for the Lord your God will be with you wherever you go” as a guiding scripture during challenging times (Josh 1:9).

A faith-centered story resonates with audiences seeking role models who embody humility and gratitude despite their success. It also helps players navigate the pressures of fame by aligning their personal values with their public personas. But there is also no denying the fact that when faith becomes an essential part of a player’s brand, it risks being perceived as transactional — used primarily to bolster image or attract endorsements.

The “God gave me this platform” narrative, while often genuine, blurs the line between spiritual expression and strategic self-promotion. In a league where individualism reigns supreme, faith can be simply a tool in the arsenal of personal branding, shaped more by market demands than personal conviction.

Christian Symbolism Enhances NBA Players’ Marketability

We also can’t get around the fact that “Christian” basketball celebrities look good. Unlike athletes in other sports, whose fashion statements may be bold but lack relatability (think Travis Kelce), NBA players tend to strike a balance between aspirational and attainable style.

This is why Curry’s Under Armour collaborations and Durant’s unique shoe designs have become fashion trends among fans. Fans don’t just want to wear Curry’s shoes; they want to embody his story of faith and success. And Durant, with tattoos like “Gifted” and “Faith” etched on his body, exudes a magnetic spirituality that enhances his star power.

Speaking of tattoos: Many NBA players put tattoos on their back. The Boston Celtics star Jayson Tatum prominently showcases his faith with tattoos like “God’s will” across his back, alongside Proverbs 3:5-6. Zion Williamson has a large tattoo of Mount Zion on his back, featuring a cross in the center. These tattoos are visible enough to inspire admiration but subtle enough to feel meaningful rather than ostentatious. And, notably, unlike many of the tattoos we see on NFL players, the tattoos of basketball players feel less flashy, somehow more respectable, and definitely more magnetic.

Looking good through faith-infused branding allows NBA basketball stars to bridge the gap between religious and secular audiences. A cross tattoo or a verse on a shoe is more than a declaration of belief. Isaac knows this. His JUDAH 1 shoes are commercially savvy, and fans buy his products to adopt a piece of basketball star identity. Utilizing Scripture verses, cross symbols, and motivational phrases to appeal to both secular and religious markets is something that the MLB, NFL, and even NHL have yet to scratch the surface on despite their more conservative fan bases.

Curry’s fits look good because of their religious undertones. The same is true for Durant’s and Tyler Hurro’s tattoos. Their images have very little to do with a faith system and everything to do with a consumer culture built on diverse, loyal followings. In doing so, they’ve cornered the market on faith as cultural currency. If you want to look as good as Isaac, you wear his shoes, regardless of whether you know what 2 Corinthians 4:9 says. It’s that simple.

There are other things I could talk about here  —  Nuggets player Michael Porter Jr.’s comments about “God’s fingerprint” in his story or Damian Lillard’s inked images of praying hands, a church, and a tattoo of Psalm 37:1-3. The thing that you can’t dismiss is that they straddle the line of spiritual self-promotion with a level of authenticity you wouldn’t think possible. They really believe this is a good and healthy way to express their faith.

In an era where it often feels risky to openly discuss faith, maybe the commodified faithwear of Christian basketball players serves as a bridge. They can embody their beliefs in a way that sparks conversation without preaching. And let’s face it — sometimes, wearing your values is the most accessible way to start meaningful dialogue. Why not look good while doing it?