BrandDunk

Branding the World of Sports

Adidas making another push in NBA

Posted by ZA on October 15, 2009

Adidas trails way behind Nike when it comes to basketball.  Nike has more prominent NBA stars endorsing their product (e.g.- Lebron James, Kobe Bryant, Kevin Durant) than Adidas, which has translated into much larger market share for Nike.  Nike has had so much success in the NBA that it even has it’s owned themed basketball shoes, the Jordan Brand.

But Adidas is content to concede the category to Nike and has launched a new campaign to promote the 3 stripes.  The new Adidas campaign is “celebrating basketball as a brotherhood” and features Adidas’ most prominent NBA endorsement stars; Dwight Howard, Tim Duncan, Kevin Garnett and Derrick Rose.  Adidas hopes that putting all of their big names together in these segments will outshine any individual endorser that Nike has.  This campaign is an extension of their 2007 “Basketball is a brotherhood” theme.

adidas_logo

Top NBA stars that endorse Adidas:
Gilbert Arenas
Chauncey Billups
Tim Duncan
Kevin Garnett
Tracy McGrady
Derrick Rose
Josh Smith

Top NBA endorsers for Nike:
Ray Allen (Jordan Brand)
Carmelo Anthony (Jordan Brand)
Kobe Bryant
Kevin Durant
Blake Griffin (rookie)
Richard Hamilton (Jordan Brand)
Lebron James
Joe Johnson (Jordan Brand)
Chris Paul (Jordan Brand)
Dwayne Wade (Jordan Brand)

Top NBA endorsers for Reebok:

Baron Davis
Allen Iverson
Al Jefferson
Yao Ming

Top NBA endorsers for Converse:
Kirk Hinrich
Elton Brand

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4 Responses to “Adidas making another push in NBA”

  1. Edison said

    FYI – D-Wade signed with the Jordan Brand earlier this summer: http://sports.espn.go.com/nba/news/story?id=4335441

    • ZA said

      Edison-
      Thanks for the heads up. I didn’t catch that one. Tough break for Converse.

      ZA

      • Oliver said

        Jordan Brand or Converse – for Nike its just left pocket – right pocket. Potentially they do more and better business using him as endorser for the jordan brand…
        great site BTW!
        thx

  2. [...] The deal that Durant signed with Nike in ’08 was much larger than the deal that #1 pick Greg Oden received from Nike.  Nike has made Durant one of their top endorsement stars over the past few years, which is a pattern that Reebok is sure to repeat with John Wall.  Reebok’s other top NBA endorsement stars include Allen Iverson, Yao Ming & others. [...]

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