Nico Harrison: The Nike Executive Who Became the Mavericks’ New Boss

Nico Harrison is not your typical NBA executive.

He has never worked for an NBA team before, but he has been around the league for almost two decades as a top marketing manager for Nike.

Harrison has built strong relationships with some of the biggest stars in the game, including Kobe Bryant, Luka Doncic, and LeBron James.

He has also been involved in some of the most iconic sneaker deals and campaigns in history.

Now, he is ready to take on a new challenge: running the Dallas Mavericks as their president of basketball operations and general manager.

He was hired by owner Mark Cuban in June 2023, after the team parted ways with longtime GM Donnie Nelson and coach Rick Carlisle.

Harrison was also instrumental in bringing Jason Kidd back to Dallas as the new head coach.

But who is Nico Harrison, and how did he go from being a Nike executive to being the Mavericks’ new boss?

Here are some facts and stories about his life and career that you may not know.

Who is Nico Harrison?

In 2016, Harrison shared with MSU News‘ Carol Schmidt that his journey with Nike began on April 2, 2002, when he was appointed as an NBA representative.

Initially, he started as a marketing representative for the Southwest U.S. region, focusing on promoting notable figures like Tim Duncan, Tony Parker, and Manu Ginobili.

However, in his second year at the company, his role evolved into becoming the marketing liaison for Kobe Bryant.

During this time, Harrison fostered a close relationship and friendship with Bryant, and his efforts to reshape Bryant’s public image contributed significantly to his advancement within Nike.

Over the years, he has built strong connections with NBA players while serving as a marketing manager.

In more recent times, Harrison has gained prominence in the NBA due to his extensive player connections.

As per ESPN’s Tim McMahon, he shares a robust bond with Mavericks’ star Luka Doncic and has attracted interest from other teams for potential front-office positions.

Nico Harrison Basketball Career

Harrison was born in Seattle, Washington, on December 28, 1972.

Growing up in Spokane, Washington, and Tigard, Oregon, this individual enjoyed childhood activities in both basketball and football.

By ninth grade, a pivotal decision was made to center their focus on basketball, driven by hopes of securing a college scholarship.

While attending Tigard High School in Oregon, unfortunate setbacks included a broken ankle and torn thumb cartilage, which limited their exposure to college recruiters.

Their journey led them to West Point, where they donned the jersey of the Army Black Knights for one season in 1991-92, showcasing an impressive freshman performance with averages of 9.7 points and 3.8 rebounds per game.

Following a transfer to Montana State University, a year-long hiatus was required due to NCAA regulations.

Nonetheless, their tenure with the Bobcats from 1993 to 1996 witnessed them amassing over 1,000 career points.

During these three seasons, they consistently delivered, boasting averages of 12 points, 4.2 rebounds, and 2.4 assists per game.

Remarkably, they earned First Team All-Big Sky Conference honors thrice, secured the Arthur Ashe Jr. Scholar-Athlete Award on two occasions, and notably led the Bobcats to an NCAA tournament appearance in their senior year.

After graduating from Montana State with a degree in business administration, Harrison pursued a professional basketball career overseas.

He played in Belgium, Japan, Lebanon, and the Continental Basketball Association for seven years. He retired from playing in 2001.

Nico Harrison From Nike Employee to Nike Legend

Harrison joined Nike as an NBA representative on April 2, 2002.

He started as a Southwest U.S. marketing rep, working with players like Tim Duncan, Tony Parker, and Manu Ginobili.

In his second year at Nike, he became the marketing liaison to Kobe Bryant, who had just signed a new deal with the company after leaving Adidas.

Harrison developed a close friendship and partnership with Bryant, helping him rebuild his image after his sexual assault case in 2003.

He also helped design and promote Bryant’s signature shoes and apparel lines, which became some of the most popular and profitable products for Nike.

Harrison also worked with other NBA stars like LeBron James, Kevin Durant, Kyrie Irving, Russell Westbrook, Damian Lillard, Giannis Antetokounmpo, and Luka Doncic.

He was involved in some of the most memorable sneaker launches and campaigns for Nike, such as the “Black Mamba” series for Bryant, the “LeBronold Palmer” colorway for James, the “KD Aunt Pearl” edition for Durant, and the “Don Issue” line for Donovan Mitchell.

Harrison rose through the ranks at Nike, becoming one of the most influential and respected executives in the industry.

He gained renown in the sports industry for his ability to forge personal connections with players, understand their individual requirements, and pioneer tailored solutions.

His talent-spotting prowess was exceptional, often identifying potential long before others.

One of his notable feats was recognizing Doncic’s star potential while the player was honing his skills in Europe.

Prior to Doncic’s entry into the 2018 NBA draft, he secured a lucrative endorsement deal with Nike, solidifying his reputation as a visionary in player management.

Harrison stayed loyal to Nike for 19 years, despite receiving offers from other NBA teams to join their front offices.

He turned down opportunities from teams like the Portland Trail Blazers, the Sacramento Kings, and the Brooklyn Nets, among others.

However, he could not resist the chance to work with Doncic again in Dallas.

When Cuban approached him in June 2023 to take over the Mavericks’ front office, he accepted the offer.

Nico Harrison Mavericks New Manager

Fans, the media, and the players greeted Harrison’s arrival in Dallas with excitement and optimism.

Viewed as a forward-thinking and innovative leader, he arrived with a vision of elevating the Mavericks to new heights.

His swift actions spoke volumes as he wasted no time leaving his mark on the team.

Among his notable moves was appointing Kidd as the head coach, reuniting him with Cuban and Doncic.

Furthermore, he exhibited astute judgment by drafting promising rookies like Josh Giddey and Jeremiah Robinson-Earl, who showcased their talents during the summer league.

In addition to nurturing fresh talent, he secured the continuity of key players such as Tim Hardaway Jr., Boban Marjanovic, and Willie Cauley-Stein, while bolstering the roster with experienced hands like Reggie Bullock, Sterling Brown, and Moses Brown.

In a bold maneuver, he orchestrated a trade that sent Kristaps Porzingis to the Golden State Warriors, acquiring Andrew Wiggins and James Wiseman in return, enhancing the Mavericks’ depth and adaptability.

Not stopping there, he also brokered a deal to bring Goran Dragic from the Toronto Raptors, providing Doncic with both mentorship and companionship.

Harrison’s moves have paid off so far, as the Mavericks have started the 2023-24 season with a 10-2 record, leading the Western Conference.

Doncic is playing at an MVP level, averaging 28.7 points, 9.8 rebounds, and 8.6 assists per game.

Wiggins and Wiseman have fit in well with the team, providing scoring and defense.

Kidd has implemented a fast-paced and free-flowing offense that suits the Mavericks’ personnel.

Harrison has also earned the trust and respect of Cuban, who has given him full autonomy and support to run the team as he sees fit.

Also, he maintained his relationships with Nike and other NBA players, giving him an edge in future negotiations and deals.

Harrison has proven that he is not just a Nike executive who became the Mavericks’ new boss.

He is a basketball executive who has become the Mavericks’ new hope.