Back in 2006, adidas signed an 11-year deal with the NBA worth roughly $400 million. With that contract coming to an end in 2016, many wonder if adidas would remain the league’s sole provider of apparel, but it looks as if they’ve decided to step down and rework their strategy entirely as far as basketball is concerned.
Instead of continuing their partnership, adidas will be refocusing on their basketball line – something I agree with – along with adding more players to their ever growing roster… something I don’t really agree with. This is not to say that adidas is no longer interested in partnering with the NBA, but the NBA – with it’s growing popularity – decided to open themselves up to other brands which would have caused a bidding war amongst the parties interested. With sales declining, it was best to bow out and reevaluate strategy as far as adidas’s hoops category is concerned.
“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.” – Via Portland Business Journal
With adidas out of the way, the two likely contenders to partner with the NBA are Nike and Under Armour. They are the top two sports apparel brands in the United States and they’re both familiar with bidding wars, as seen with Kevin Durant’s recent signing. Not sure if Jordan Brand has a chance at bidding since Jordan is owner of one of the NBA’s teams – a possible conflict of interest – but you never know.
The news is pretty interesting, and possibly a much needed change of pace. I remember Nike having some sort of contract with the NBA when I was younger – the Chicago shooting shirt I had was outfitted with a swoosh – but Champion was the main partner with the NBA at the time, if I’m remembering correctly. Both Nike and Under Armour have the best athletic apparel – solely my opinion of course – and I know either of the two would create great gear for consumers. Prices would likely increase though… that would be a bummer.
Let us know what you think about the entire situation. Are you happy to hear that adidas is bowing out? Which brand would you like to see sponsor the NBA?
I would love to see either the Swoosh or UA make uniforms for the league. Seeing Nike use aerographics on the back of the uniforms would be dope. Seeing sublimated themes through out the body of the uniform the way UA does would be great as well. In the late 90’s and early 00’s before the Reebok deal was struck, teams, individually had their own deals. Champion, Nike, Starter, as well as Puma (yes Puma had the Cavs, Rockets, and the Barney themed Raptors, I had Cavs and Rockets authentic shorts). With the rumor mills running rampant that NBA teams may start looking like their WNBA and overseas counterparts with advertising on the uniforms, I would imagine the NBA would allow teams to seek out their own deals as far as who is going to supply their apparel and uniforms. Jerseys just aren’t as cool as they used to, especially since there is rarely any team loyalty these days. Most casual fans are fans of players and not teams, so getting the new LeBron shoe while wearing an Adidas jersey (fashion suicide to mix brands back in the day) isn’t anywhere as cools as getting the new LeBron shoe and the Nike LeBron Cavs jersey/shorts to match. Same would go for UA Warriors apparel to go with your new Curry 4 shoe. I know Nike made a killing with the Bulls apparel with MJ, Scottie, and Rodman(before he went Cons on us) all on board. This will be interesting. I can’t wait. #deathtosleevedjerseys
I see it in Europe all the time. Almost every team in a professional sports has their own provider of apparel. The only problem that I see is that a team in a bigger market will get more money from the providing company. Like here… Real Madrid and Manchester United is getting way more money than other teams. Somehow the NBA would have to change that. Other than that… I really would love to see more and better designs than right now… but I would not care about the brand.
Thanks for all the info, I think that would be pretty neat too. Charlotte unis by Jordan Brand? Would be similar to the NCAA.
Since Jordan Brand was involved in designing the Hornets Uniforms,
that is not a bad sample size to go by as well, Nightwing.
Finally!
UA all the way! Been a big UA fan for a while now, and this is a great opportunity for them. Obviously I’m biased, but I think UA should make a hard push for this, since Nike already makes the NFL uniforms. It’s already hard enough to compete with Nike, and if they get the sponsorship, it would be practically impossible.
Reebok ,UA , or Fila needs to sign with the nba for the apparel and jersey deal.
Goozpah makes a good point in that it would be extremely difficult to compete with Nike if they got this deal. The price increase was one of the first things I thought of too. I actually am a fan of the adidas jerseys and look. I just hate the sleeved ones on court. Too bad.
They messed up making those sleeved jerseys. That killed them IMO
I would love to see individual providers for each theme and would probably save the league money but I doubt it it would more than likely be nike but we’ll see what underarmour does in two years
I think it would be pretty cool if each team had it’s on sponsor. I know that would never happen but I think it would be different.
Looking forward to Nike or UA taking over the NBA jerseys. I think either would do a good job. Let’s hope they decide to kill the sleeved jerseys. I HATE them. So terrible.
Nike used to make some really nice jerseys for a handful of teams about 10-15 years ago. If I remember right Nike was the first to do the swingman jerseys and shorts.
Whomever gets it, sleeved jerseys need to go!
To quote MLK, Free at Last – TGOM free at Last – Adidas Sucks Rhinoceros balls at making NBA uni’s. I have been collecting OG NBA and NCAA shorts for the last 15 years and Adidas has seriously cheapened the product. The most powerful thing about NBA uni’s was that they were Made In The USA and that means a lot to me. Check your closet and tell me what is still made in the USA in athletic apparel, old Jordan brand T shirts were Made in the USA in the late 90’s fyi. American Sport American Made. They moved all production from the Sand Knit factory to Indonesia. My Serious Hope is they go back to USA mfg, Dope Heavy Weight Stitch, Fat Designs. Starter, Puma, Nike, Champion were all nice Uni’s weather it be the early 2k’s with printed Poly that last a Life time and look brand New for years were the business. Adidas uni’s started out where nike Left off but surely had a Do it Best project, cut cost and made Millions but now it looks like they came into their own with the designs and besides the Pelicans Uni – they look like shit and the quality is garbage. I remember the Highlight of Stat peeling off his #1 patch in the middle of a game. And this long sleeve look shite – F that. Keep it baggy, Keep the Game Hood, keep the game Real.
I have around 9 swingman adidas shorts and they feel great, i like the fit on court when im playing ball, not interferring when i do crossovers,
For me adidas is doing a good job when it comes to swingman shorts,
My guess is Nike will get the contract, they been doing the olympic jerseys for the nba players in the Olympics.