The line between “leak” and “preview” is increasingly blurred as principals behind the actual shoes themselves lean into the former. Take Ja Morant, who’s single-handedly seized the cycle for his Nike Ja 3 by bringing first looks to his own platform and pre-empting even the most plugged-in of early info sources. Across the country in Boston, Reebok is taking notes; Principal Footwear Designer of Special Projects Evan Belforti has been leveraging his own social media presence to tee up what’s in store for Fall/Winter 2026.