Barefoot Dreams Signs an NBA Rookie to Sell Blankets, Not Sneakers

Barefoot Dreams launched an NBA collection built around its CozyChic throws and unisex robes, with debut colorways inspired by the Knicks, Lakers, Bulls, and Celtics. Chicago Bulls forward Caleb Wilson, the No. 4 overall pick in the 2026 draft and a former North Carolina All-American, is the face of the launch, modeling the robes as pregame and postgame wear rather than anything resembling athletic apparel.

That's precisely the point. Stan Cook, the brand's owner, calls sports "one of the most exciting growth areas" for a company better known for blankets than ball handling, and the NBA deal is really the third chapter of a pattern: Barefoot Dreams became an official Team USA and LA28 Olympic licensee in 2024 and launched an MLB collection the same year. The collection is available now at barefootdreams.com, with select styles headed to other retailers.

Signing an athlete to endorse a robe is a stranger pitch than signing one to endorse a sneaker, but it is also harder to compete with. Nike and New Balance are fighting over who gets Wilson's feet; Barefoot Dreams just needs his downtime, and comfort brands have figured out that's the one category no performance-wear giant is contesting.

Source: PR Newswire

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →