But it’s not just the fans who do this. Sometimes, players believe they’re going to get a ton of money from their sneaker contract only to be disappointed when that’s not the case. “I think there’s this expectation that everybody gets a big shoe deal, but not everybody can get that kind of contract,” NBA agent Roger Montgomery said. “I think that misconception hurts agents sometimes because every player thinks they can get a huge sneaker deal because they’ve heard about some of these big deals that other players got. They may just get a merch deal that only gives them free product. It’s still a shoe deal, but it’s not the piece of the pie that they expected.”