American sport has never seen anything like this new shoe deal

American sport has tossed up the weird and wacky before, but the latest news out of the NBA is the craziest thing seen for a long time.

The Phoenix Suns mascot, Gorilla performs. Photo by Christian Petersen/Getty Images.

American sport has never seen anything like this.

For the first time, an NBA team mascot has signed an endorsement deal to exclusively wear kicks from an emerging streetwear lable.

The Phoenix Suns popular mascot, known bluntly as The Phoenix Suns Gorilla or GO, has put pen to paper to wear Guest List shoes and clothing, a boutique fashion lable based in Phoenix.

Thirty-one years after the mascot started his career with the Suns in 1990, the announcement on Tuesday morning left sport commentators scratching their heads. Many of the players in the Suns’ team don’t even have rich shoe deals.

'𝗚𝗢' 𝗚𝗢𝗧 𝗛𝗜𝗦 𝗕𝗔𝗚 💰 (MCM bag that is)

The Suns Gorilla became the first professional sports mascot in history to secure an endorsement deal inclusive of select footwear, apparel, and accessories.

Keep an eye out for fresh fits coming with GO and @guestlistazmill.

— Phoenix Suns (@Suns) May 3, 2021

The @Suns Gorilla has signed the first-ever team mascot athletic endorsement deal, inking a footwear & apparel deal with Phoenix streetwear boutique Guest List, that will outfit him with rare sneakers and clothing for games. pic.twitter.com/UZElHihPLh

— Nick DePaula (@NickDePaula) May 3, 2021

The mascot is reported to have debuted with a new-look outfit that the team claims is worth more than $113,000.

“His debut look featured Bape x BCM tee and belt bag, Embellish jeans and a pair of Union Jordan 1’s,” the Suns said in a statement.

“The outfit was completed with a Rolex and an assortment of custom Guest List chains – with the total value of the outfit eclipsing more than (US) $88,000.

“This means so much to me. We are a part of the Valley. The players shop with us, the fans shop with us and community in the city comes in and support us.” Guest List owner Ryan Gizinski said.

“For us to team up with the Suns is amazing. We lace people up with the gear they wear to games and for us to play a role in this is incredible.”