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Volume 25 No. 134
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Rockets' James Harden Dishes On Unique Trolli Partnership

Harden said the company comes up with some out-of-the-box ideas, like Trolli Beardsketball

Rockets G James Harden has endorsed candy brand Trolli since '16, and their relationship "boils down to one word: 'weird,'" according to a profile by Devin Gordon of GQ. Their partnership so far has "yielded sour Gummis shaped like Harden's line of Adidas sneakers; a set of MVB (Most Valuable Beard) trading cards, including one that depicts Harden surfing through space on the back of his bulldog, Zeus; and one of the most surreal series of ads ever filmed by a pro athlete." In one spot, a "bunch of Harden-head nesting dolls pop open, including one that has laser beams shooting from its eyes." Harden in describing Trolli's creative process said that the company "comes up with some bonkers idea 'and they bring it to me." Harden: "They're like, 'Oh, I don't think he would do that -- it's just too crazy.' And I'm like, 'Yeah, I'll do it.'" This story appears as part of the upcoming GQ cover story (GQ, 5/'18 issue).

IT'S A SHOE-IN: In Houston, Demetrio Teniente notes Harden's signature Adidas shoe, the Harden Vol. 2, is "getting a new colorway and it's dropping" on Saturday, the day before Game 1 of the Rockets-T'Wolves series. Adidias is "doubling down on the whole 'Fear the Beard' thing with this campaign" (HOUSTON CHRONICLE, 4/13).