Adidas will pay James Harden $15.38 million dollars a year
for the next 13 years for a total of $200 million dollars to endorse Adidas
shoes by wearing them on and off the court, he will also help develop new
on-court and off-court signature shoes and apparel, as well as partake in
promotional tours in Europe and Asia (Long). Harden had a previous shoe endorsement
deal with Nike that ended this past summer so Adidas took a shot at landing
Harden by offering the $200 Million dollar endorsement deal. Harden was
hesitant to sign the deal before giving Nike at least the option to match the
deal, and Nike declined so he finalized the deal with Adidas.
James Harden brings a lot to the table for Adidas.
Harden is one of the most recognizable and well-known players in the NBA with
his flare on and off the court. With Hardens talent in the game and style in
the streets Adidas will see shoe and apparel sales increase with the amount of
people wanting to buy James Harden signature shoes and clothing. Adidas has not
had a very good history with basketball sales do to the fact Nike is such a
powerhouse for shoes and apparel, as well as their biggest endorser to date,
Derrick Rose, has struggled with injury and has missed several seasons which
hurt sales substantially; so bringing on James Harden will help out Adidas
drastically.
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