The Brand Adidas Signs Endorsement Contract With NBA Star Derrick Rose
Based on the disclosure of ESPE and other mainstream media. Adidas will sign its ten-year, 250 million dollars shoes endorsement deal with NBA star Derrick Rose on the beginning of the end of the year. The number is very shock, which is much more than the number Rose wage contract signing with Chicago Bulls (five-year with 94 million dollars). It is deserved to be called few “lifetime contract” in the world of professional sports. It is worth taking a moment to flag the fact that LeBron James and Kobe Bryant shoes endorsement contracts with Nike are respectively seven-year, 93 million dollars and five-year, 45 million dollars.
What makes Adidas do such big stake on Rose? People in the industry said, Rose is the unique NBA superstar against James and Kobe’s popularities in Chinese market. But it is afraid that this is a one-way talk. Based on the data released by NBA official, Kobe’s jersey sale volume is the first for many year in China, and only James’ may exceed it. What is the reason why Adidas contents to bet on Rose’s career without difficulties is no choice. Because Adidas Group’s basketball star is far falling behind Nike from quantity to quality.
Now Nike endorsers consist of NBA’s hottest stars, of course, LeBron James and Kobe Bryant are the two favorite. In fact, Adidas had an era when were capable of interfering with Nike magnificent stars scenery. If back time and walked on Wangfujing Street, you would notice Adidas huge billboard that advertised NBA stars Tracy McGrady, Gilbert Arenas, Kevin Garnett, Tim Duncan and Chauncey Billups. The five were hottest in NBA, however, injuries, ages and something imponderable dissolved the all-star team. In today situation, only Rose and NBA active leading center Howard have the ability to contend against Nike all-star team.
What makes Adidas fall behind Nike is that Adidas have not expanded its basketball stars team with business value early when its stars are old. However, it is not the most important topic Adidas should rethink profoundly, to some degree, stars problem can be solved by money. The most significant factors should Adidas pay attention is German company culture and the radically distinct of thought patters in basketball cultures between Adidas and Nike.
The performances in practice between Adidas and Nike are no essentially different for ordinary fans. But Nike uses obvious technique like “flying line” on shoe vamp. It’s not just a new technology, but also a new design factor. Relatively, the core of Adidas A3 technique is ambushed in shoe sole, which is recessive and is not easy for non-professional fans to feel. Furthermore, from the day when it was born, basketball is not other than American street culture, and therefore, basketball shoe should hold more design factors and highlight individuals to meet customers’ demands.
Nike basketball star brand has formed by now three predominant and steady series, including LeBron James series, Kobe Bryant series, and unfailing Michael Jordan series. Different from Nike, Adidas built the concept “Basketball Team, Basketball Brothers” solemnly from 2008. It is not a problem itself, but it is not necessary to design five big stars’ exclusive shoe as “brothers”.
Adidas JS Panda Bear is the writer of this article on Adidas Panda Bear. Find more information about Adidas shoes here.
Processing your request, Please wait....
