I used to always buy the Spalding NBA ball (twenty years ago) but sometime down the line, they changed the composition of the ball. What I remember about that ball was that as it was used, it would turn from orange to brown. And it got better and better as you broke it in. Now all the Spalding feel like plastic to me.
More recently, I have been buying Wilson balls as they feel softer. The first one I bought was called the Jet and I can't remember the last one. But anyway, I am guessing they have a similar model today.