Nike's Jordan Brand signed Russell Westbrook to a deal in 2012, and his first Jordan Brand shoe was released in July. Harden is considered a highly marketable player. With his flamboyant beard and his stellar perimeter play, the 25-year-old Houston Rockets guard has inked sponsorship deals with Foot Locker, Samsung and Bloomingdale's just to name a few. Under Armour ( NYSE: UA ), who has made inroads in establishing themselves as a shoe titan, have reigning MVP Stephen Curry and recently added rookie Emmanuel Mudiay. "Nike is obviously very established in the footwear market. Under Armour is coming up. And I think that they'll continue to take market share," Susan Anderson, FBR Capital Markets senior vice-president, told CNBC's "Squawk Box" on Friday. "I think sneakers will be very hot. There's a number of new basketball launches coming out for back-to-school.