Adidas End Partnership with NBA the 11-year merchandising partnership with the National Basketball Association will end when the contract expires in 2017. The sportswear maker decided not to renew its deal to be the league’s official outfitter. Say good bye to the Adidas three-stripe logo on team uniforms after the 2016-17 season.
The company said it will be placing more emphasis on developing new products and sponsoring individual players. The targeting of key players can be more effective in the long run. Last year Adidas signed four of the top six NBA draft picks, including Andrew Wiggins and Joel Embiid.
Adidas, spokeswoman Katja Schreiber stated Basketball will remain a “key category”….but…. “We will invest more in athletes, signing more up-and-coming basketball stars.”
Chris Grancio, Adidas’ global basketball general manager, said the deal didn’t result with the profits or market share as hoped. Nike and its Jordan brand, account for roughly 96 percent of the basketball shoe business.
“We haven’t been able to elevate our brand for the basketball consumer that we’re targeting,” Grancio said. “We ultimately decided that we would change our investment strategy and invest more in players on the court.”
The NBA deal signed in 2006 was reported to be worth $400 million dollars. Adidas took over the contract from Reebok, which had been the league’s outfitter since 2001.
Adidas, is the No. 2 supplier of sports gear in the market after Nike Inc.
Mark King, the president of Adidas North America, recently stated his core focus areas would include basketball, as well as running and “originals.” The company will put money toward design and advertising to gain market share through those categories.
Several teams are rumored to have new designs for next season, and others are likely slated for the season after that. So we should still see new jerseys before the end of the contract.
Adidas End Partnership with NBA Nike and Under Armour are obvious contenders to replace Adidas. The choice will be known early in 2016. It is also possible we will see suppliers logos on the game jerseys. Past NBA commissioner David Stern, believed that the teams’ individual brands should not be sullied with a Nike swoosh or an Adidas trefoil. But Silver, who took over about a year ago, likes corporate partnerships, and is likely to allow a uniform maker’s mark to appear on the league’s jerseys and shorts.
Adidas End Partnership with NBA should not have a big impact on uniform designs. There’s only so much you can do with a basketball uniform there are no sleeves, most of the time, no headgear, no long pants and most players don’t even wear long socks, all making it hard to push the creative side. The change in suppliers is unlikely to make a major difference on team uniform design.
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