Athletic footwear and apparel maker Adidas has announced an unprecedented partnership with basketball superstar James Harden of the Houston Rockets. One of the NBA's most prolific scorers and recognizable players begins the long-term deal with Adidas which includes an exclusive signature collection, product design collaboration and marketing involvement beginning October 1, it said in a statement.
"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. "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. His ceiling is far from reached, which tells you the future for him and our brand looks incredible."
To begin the partnership, Harden will play a leading role in Adidas' global brand campaign which will coincide with the start of the NBA season. He will play a critical role with Adidas to create and develop on and off-court signature footwear and apparel collections as well as marketing plans. The partnership also includes Harden traveling on extensive brand tours in Europe and Asia.
With the signing of Harden, Adidas continues its momentum of partnering with the most talented and influential players in basketball including two-time NBA All-Stars Damian Lillard of the Portland Trailblazers and John Wall of the Washington Wizards, 2011 NBA Most Valuable Player Derrick Rose of the Chicago Bulls and Rookie of the Year Andrew Wiggins of the Minnesota Timberwolves.
