Shoes will be the anchor of Rockets G James Harden's 13-year, $200M adidas deal, but the brand is "betting that Harden's off-court sense of style will create apparel opportunities beyond the court as well," according to David Barron of the HOUSTON CHRONICLE. adidas GM of Global Basketball Chris Grancio said that Harden's signature shoe "probably will not debut" until late '16 or early '17. adidas has an association with the Japanese designer Yojhi Yamamoto called Y-3, and Grancio said that the company "could work with Harden to produce merchandise for those lines 'as we start to bring his personality to life in the products we make.'" Grancio acknowledged that the Harden signing "coincides with a 'reboot' of adidas' basketball business." Grancio: "Basketball is the most popular sport in the biggest sporting goods markets in the world in the United States and China. We're pretty significantly underindexed to our competition in both markets, and it's a focus for our brand." Grancio said that Harden's beard "plays into" the deal. Other factors include his "identification with the Rockets and the team's appeal" in the U.S. and, "significantly, in China dating back to the Yao Ming/Tracy McGrady days as 'a truly global brand.'" Barron notes adidas officials "have not unveiled details of future ad campaigns or whether the Harden brand will have a particular name or logo attached to it as Nike did with its iconic Air Jordans line" (HOUSTON CHRONICLE, 10/16).
