The rise of Tyrese Haliburton continues after a year of signing a massive contract extension, starting in an All-Star game in his own city, advancing to the conference finals, and winning a gold medal at the Olympics. Now he’s becoming the face of a shoe brand with a “massive” multi-year deal with PUMA as first reported by Nick DePaula.

“Everybody’s been hitting my line,” Haliburton told The Athletic’s James Boyd. “Everybody wants (new PUMAs). Everybody’s excited about the partnership and what we have planned for it because everybody around me knows how much I enjoy the creative process of things.”

Haliburton shared what feels like a teaser trailer for an eventual signature shoe in his PUMA ad debut with his father, John Haliburton, providing the narration. The commercial takes place in the historic Memory Hall, a classic Indiana high school basketball venue in Lebanon that was in the movie Hoosiers.

“My mind, I work so creatively to do so many things. That’s why a lot of my friends, my family and my teammates are so excited to see what we have in store because they know I wouldn’t decide to go with a brand if they didn’t have some creative things in mind,” Haliburton told Boyd. “I think that’s why everybody is so excited and wants to know everything. But I can’t tell everybody everything right away.”

This also explains why Haliburton has often been seen wearing loafers while doing basketball related things like at media day and in his other recent ad campaign for watch company Movado. Don’t want to wear other companies sneakers while negotiating a deal with PUMA but can’t wear their shoes yet until it’s finalized. He recently discussed the Movado ad on Pat McAfee’s show.

Haliburton was also featured in ESPN+’s new show Clutch: NBA Playoffs as he went through everything that was going through his mind on his game-winning shot against the Milwaukee Bucks in Game 3 of the first round.