The sneaker world scratched its collective chin when news broke last November that Kawhi Leonard had signed an endorsement deal with New Balance. However, as it is turns out, it might just really be the best option for the Toronto Raptors star.

As an apparel company almost exclusively associated with running, casual wear, and an older generation of clientele, New Balance doesn't really look the right fit for the NBA's quietest superstar.

If Leonard wanted a payday rather than to build his nascent brand, New Balance doesn;t seem bad. After all, previous reports indicated that one of the reasons why his partnership with Jordan Brand soured was because the most prestigious of Nike offshoots didn't have a real plan in place to increase Leonard's visibility.

New Balance — just seriously dipping its feet into basketball equipment and merchandise for the first time — offered to do what Kawhi Leonard wanted. And so far, their relationship has been solid.

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After the rollout of its campaign for Leonard earlier this month, it became apparent that New Balance was indeed the right choice for a player who would much rather loom in the shadows than stand tall in the spotlight. The apparel brand continued pushing that narrative on Friday, releasing a new ad on social media that includes the tag “Kawhi Doesn't Need To Post Selfies.”

https://twitter.com/nbhoops/status/1099066749067165696

Leonard, an All-Star starter this season in the wake of his trade from the San Antonio Spurs to the Toronto Raptors, signed a multi-year contract with New Balance in November that makes him one the league's top-15 highest-earning shoe endorsers.

As the face of New Balance's foray into basketball, he debuted the brand's OMN1S “DNA” sneakers during Sunday's All-Star game.