Devin Booker, Kevin Durant, Jason Kidd and Chris Paul, all current or former Suns players, are among those who have been Nike signature shoe athletes, which involves a line of shoes with various designs. They know how a shoe's design and marketing are just part of this. It also involves a brand legacy, which includes the art of storytelling.

The Phoenix Suns have been one of the biggest disappointments in the NBA this season. Despite having the league’s highest payroll, they sit 11th in the Western Conference, one game behind the Sacramento Kings for the final play-in spot.

The Spurs trigger a first-apron hard cap in the deal. Booker can earn up to $17.1 million via a 10 percent trade bonus, but in pushing for his exit from the Suns, he'd agree to waive it. If not, the Spurs could end up over the luxury tax but under the first apron.