adidas just scored a basketball coup. The athletic brand announced today that is has entered into a partnership with NBA superstar James Harden.
The Houston Rockets shooting guard inked a multiyear deal that will include input in the design and marketing of his own signature sneakers and apparel. He will formally begin his duties of boosting adidas’ global branding, which includes touring Europe and Asia, starting October 1.
“We’re a brand of creators and James embodies that more than any athlete in the game. His addition to the adidas basketball family is a game changer,” said Chris Grancio, adidas Global Basketball General Manager, via a press release. “This partnership gives him the opportunity to achieve his goals and express himself in a totally new way as a creator. He’s already one of the most recognizable sports figures because of his game, his look, his hunger to win and his style on the off the court. [sic] His ceiling is far from reached, which tells you the future for him and our brand looks incredible.”
Harden joins a roster of adidas NBA endorsers that includes Derrick Rose, Damian Lillard, Harrison Barnes and Andrew Wiggins.
Although the financial terms of the deal were not disclosed, rumor has it that adidas offered Harden a $200M, 13-year contract to move on from his endorsement deal with Nike.
Clearly, Harden is showing no ill effects of that Based God curse.
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Photo: Activision
