James Harden has been a Nike guy. While he didn’t have a signature shoe — yet — the Nike Hyperchase was pretty much his shoe.
However, Nike let their contract with Harden lapse as they tried to renegotiate and Adidas — still looking for a fulcrum, a superstar to build brand around — have jumped in with a $200 million offer, reports Darren Rovell of ESPN.
The company has submitted a bid of $200 million over 13 years to sign Houston Rockets guard James Harden, sources told ESPN.com. Nike, whose deal with Harden recently expired, has until the end of next week to match the deal or lose him…
With incentives, if the deal is consummated, Harden could very well make more from Adidas in the coming years than the Rockets. Harden signed an $80 million contract extension with Houston in 2012 that goes through the 2017-18 season.
If they land him, Adidas will make Harden and his beard the face of their basketball shoe line. Nike has been incredibly successful building its brand around stars (and great shoes) and they have long had the best in the game inked, from Michael Jordan up through LeBron James and Kevin Durant.
Adidas has struggled to land stars and have that translate to shoe sales.
Despite having the NBA (jersey and apparel) deal, Adidas has slipped in recent years due to a lack of individual basketball stars. In 2012, the company signed a massive 14-year deal with Derrick Rose, only to see him miss plenty of action because of knee injuries. Its other star is Damian Lillard, whose Portland Trail Blazers aren’t really showing much promise. Endorser John Wall shows plenty of flash, but his first signature Adidas line fell relatively flat this year.
Adidas is giving up its uniform deal with the league after Nike came in with a massive bid to take it over.
While getting out of the uniform game, Adidas has shifted focus to finding the stars that can sell its shoes. They have Andrew Wiggins under contract and the Rookie of the Year shows potential to be a breakout star on an up-and-coming Minnesota team.
But Harden is an already established star with crossover appeal outside of just the basketball world — with his beard, sense of style, and being linked romantically to Khloe Kardashian, people know who Harden is who are not big hoops fans. Combine that with an MVP-level on-the-court game and this is a great gamble by Adidas.
Nike may match, Rovell says. Nike is still stung by getting outbid by Under Armour for Stephen Curry by $4 million, only to see him blow up into a superstar. They don’t want to lose another top NBA player.
Either way, Harden is about to get PAID.