TO THE MAX x NBA COACHES

Every April, during Autism Acceptance Month, 30 NBA head coaches hit the sidelines in custom Nikes. In partnership with the NBA and the NBA Coaches Association, these one-of-a-kind shoes are auctioned through Sotheby’s to advance our mission of empowering neurodiversity.

      
    $33K+
Raised Through
Shoe Auction

    12+
Player-Worn
Jerseys and Shoes

    30
NBA Teams
Participating

THE COACHES’ PERSPECTIVE

See what the NBA Coaches have to say about autism acceptance and inclusion, and the impact of the annual shoe campaign and collaboration with To the Max Foundation.

NBA Coaches Discuss Autism Acceptance and the Annual Shoe Campaign

Created with Purpose

Thoughtful details are woven throughout the design:

Rainbow Infinity Symbol – A tribute to neurodiversity and a celebration of the autism community we proudly support.
Max Highlight – In this year’s Air Max edition, Max’s name is featured as a tribute to Max Morrison, the inspiration behind To The Max Foundation. Without him, this mission wouldn’t exist.

Each pair of sneakers is hand-designed and painted by JSM 801 Customs. Every shoe is uniquely crafted for a coach, featuring their team’s colors. Every element is intentional, telling a story of inclusion, community and possibility.

Meet the Designer

John Millar, founder of JSM 801 Customs, was born and raised in Salt Lake City. For more than a decade, he has been designing and engineering custom sneakers and has been commissioned by athletes and celebrities across the country.

John is a self-taught artist who turned his passion for sneakers into a craft. But this project is more than art, it’s personal.

John and his wife Linda are parents to five children, including a daughter with a dual diagnosis of Down syndrome and autism. That connection makes this collaboration with To The Max Foundation deeply meaningful, and every pair of shoes reflects that shared mission of celebrating neurodiversity and creating opportunities for individuals with disabilities.

WHY THE RAINBOW INFINITY?

The rainbow infinity symbol was chosen by the neurodivergent community to
represent infinite diversity and the full spectrum of human minds.

Unlike awareness symbols, the infinity mark reflects acceptance.
It honors autistic individuals not as something to be “fixed” but as valued and
essential members of our community.

The upward arrow reflects our core belief that the path to success is never linear.

We believe in enduring hope, steady growth and celebrating every small win
along the way.