Rockets G James Harden will get an exclusive signature shoe collection, product design collaboration and marketing involvement as part of a long-term deal with adidas that begins Oct. 1. Harden will play a leading role in adidas' global brand campaign, which will coincide with the start of the NBA season. He will also help create and develop on- and off-court footwear and apparel collections. The partnership includes Harden traveling on brand tours in Europe and Asia. Harden joins Trail Blazers G Damian Lillard, Wizards G John Wall, Bulls G Derrick Rose and T'Wolves F Andrew Wiggins on adidas' list of endorsers (adidas). ESPN.com's Darren Rovell reported adidas lured Harden "away from Nike" with a $13-year, $200M offer. Harden's agent, Rob Pelinka, confirmed Thursday that Nike "informed him that it would not match the term sheet" from adidas. Harden in his six years with Nike "has never had a signature shoe." Harden as of now will average $16.78M on the final three years of his deal with the Rockets" and $15.38M annually from adidas. But if Harden "hits certain benchmarks, it's possible he will earn more annually" from adidas than the Rockets. Harden and adidas are "expected to attempt to disrupt the shoe marketplace amid underwhelming successes for the brand." The first signature shoe for Wall, who was originally with adidas-owned Reebok, "fell mostly flat." adidas has "been struggling" in the U.S., and Under Armour last year "passed the company as the second-largest apparel seller behind Nike." adidas currently has less than a 3% share of U.S. basketball shoe sales compared to Nike's more than 90%, according to market retail tracking firm SportsScanInfo. In the first six months of '15, adidas "sold fewer shoes in the U.S. than Skechers and New Balance" (ESPN.com, 8/13).
MOVE ADIDAS NEEDED TO MAKE: CNBC's Andrew Ross Sorkin notes adidas has been "left out in the cold in NBA land," as Nike has taken over the league's jersey deal and Under Armour recently signed as the sponsor of the NBA Draft Combine. adidas has been a "big part of the NBA," and the Harden deal is "their way back in” ("Squawk Box,” CNBC, 8/14). CBSSPORTS.com's Ananth Pandian wrote adidas "saw an opportunity to get one of the NBA's most popular players in their sneakers." The brand has "done a great job designing logos for Rose, Wall and Lillard, so Harden's logo should also be top-notch, especially if his beard is somehow part of it" (CBSSPORTS.com, 8/13). NPD Group industry analyst Matt Powell on Twitter wrote Harden is a "great asset" for adidas, but questioned the brand's financial commitment (TWITTER.com, 8/13). SNEAKERNEWS.com's John Kim wrote the decision to move on form Harden was "undoubtedly a tough one for Nike," who saw Warriors G Stephen Curry "move on to UA and have an incredible break-out season." Harden will "instantly become" adidas' "primary marketing asset," ahead of Lillard, Wall and Rose. Another reason why Nike "was okay with letting Harden walk" is that Pacers F Paul George will be "what's 'next' for Nike Basketball in terms of signature shoes and marketing strategy." George recently was "out in China, leading the Nike RISE Tour that also featured Nike hoops superstars" like Lakers G Kobe Bryant, Cavaliers F LeBron James and Thunder F Kevin Durant (SNEAKERNEWS.com, 8/13).
