In January 2006, Adidas acquired Reebok for a 3.8 billion dollar deal that when combined together with hopes to overtake Nike, who is the worldwide market leader. According to Business Sports Journal, the name of the partnership would have to be changed to accommodate the new acquired companies. With a total value in excess of 400 million dollars Adidas became the leagues Official Outfitter.
Adidas has a section of their web page that is dedicated to the National Basketball Associations. To start off they have the 2008-2009 Adidas Roster. This area includes many players of the league showing their stats, style of shoes they prefer to wear, that are of course a type of Adidas, and also they show the Adidas jerseys of each team they are on and also their team apparel. For example, the TS Commander that was made for Dwight Howard has his signature on the side of the shoe also in the Magic blue, white and black colors of the team. There are many different shoes that are made like this one for other players of the NBA.
Following are the list of athletes that are signed with the Adidas Team and have their sponsored shoes and apparel:
- Arron Afflald
- Rodney Stuckey
- Deshawn Stevenson
- Martell Webster
- Chauncey Billups
- Kevin Garnett
- Dwight Howard
- Tracy McGrady
- Gilbert Arenas
- Tim Duncan
- Tony Allen
- Morris Almond
- Jason Kapono
- Jerryd Bayless
- Michael Beasley
- Kyle Lower
- Mario Chalmers
- Leandro Barbosa
- Josh Smith,
- Robin Lopez
- Mike Conley
- Daequan Cook
- Nicolas Batum
- Antonio Daniels
- Jordan Farmar
- Devin Harris
- Antawn Jamison
- Adam Morrison
- Antonio McDyess
- Travis Outlaw
- Adnres Nocioni
- Sasha Pavlovic
- Sergio Rodreiguez
- Jerry Stackhouse
- Derrick Rose.
As you sign into Adidas.com/basketball they have a slogan at the top of the page that brings basketball players, young to pro, together called Brotherhood. Adidas, of course is the sponsor with all the Brotherhood brands. For example, on this site they have Adidas.TV. This section shows clips and episodes of players going around neighborhoods finding kids who are playing basketball and showing them what Brotherhood is all about. To talk about one of the many episodes Dwight Howard takes a group of teenagers who come to Orlando for a basketball camp but instead they are taken to the Magic practice gym. After a long couple of days of Adidas sponsored apparel and practice, Howard sees real potential and sends them to China to play with another group of teenagers who are doing the same. At the end of many of the episodes it has the Adidas slogan and it says, "Impossible is Nothing."
Written by Erika Heaney
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