The sneaker battles were amped up this offseason when Nike failed to match Adidas’ gargantuan, $200 million offer to James Harden.
Some said the numbers were actually lower than initially reported, but the swoosh decided to let Beard walk because they already have LeBron, Durant, Anthony Davis and many NBA players under contract. It just didn’t make sense to match. Harden’s off-the-court buzz wasn’t like some other stars, either, so starting October 1, Harden is officially an Adidas player.
Since then, TMZ — of course — spotted him leaving a movie theater on Friday with beau Khloe Kardashian rocking a pair of Air Jordan 4s. Kardashian, sister-in-law to Adidas pitchman Kanye West — was in Adidas gear.
The photo of Harden in the Air Jordans was picked up, and ESPN’s dark lord of advertorial’s slow purge of editorial omnipotence, Darren Rovell, reports Harden won’t be able to rock Jordans, Nike, Under Armour or any other sneaker brand on, or off, the court. It’s that last part that might surprise people.
Asked whether Harden will have to stop wearing his Air Jordan collection in public when the deal officially commences Oct. 1, Adidas’ Mark King said, “That’s part of the deal.”
“The difference between football and basketball is that a guy like Aaron Rodgers doesn’t have a walk-around shoe,” King said. “Harden does, and he will be in our lifestyle stuff.”
Rovell™ goes on to relay the time Shawn Kemp — a big-time Reebok endorser — told a reporter in 2001 that his basketball sneakers had gotten worse and his favorites were actually Nikes. It was grounds for lawsuits on both sides, which they eventually settled, but it highlights what big business sneakers have become. Harden has to wear Adidas casual wear, too, even if he prefers the comfort and style of a competitor.
We’ve spoken with countless NBA players who switched shoe brands mid-career and keep a stock of old sneakers in a warehouse or attic because they’re no longer allowed to wear that brand in public. If they do, like Harden did with the AJs on Friday, a player might lose his deal. The difference in Harden’s case, is that if his off-court footwear choices persist, he’ll stand to lose substantially more money.
(ESPN)
