NBA

Andrew Wiggins Signs Endorsement Deal with Adidas

USA Today
Tim KeeneyContributor IJuly 9, 2014

Adidas has agreed to an endorsement deal with Cleveland Cavaliers rookie Andrew Wiggins, securing the commitment from one of the most sought-after young players in the NBA

USA Today's Sam Amick and Jeff Zillgitt first had the news, noting that the No. 1 pick in the 2014 NBA draft also wore Adidas at Kansas. He joins other NBA stars such as Dwight Howard, Derrick Rose, Damian Lillard, John Wall, Tim Duncan and Joakim Noah already representing the shoe and apparel company. 

Michael Ehrlich, Adidas' public relations manager, later confirmed the endorsement:

ESPN's Darren Rovell provided some details of the contract: 

Yahoo Sports' Marc J. Spears talks more about the money involved:

That would be a massive drop in expected value. Back in October, Bleacher Report's Jared Zwerling cited sources saying Adidas was targeting Wiggins for up to $180 million for 10 years. 

A source from Under Armour, via Zwerling, talked about Wiggins' immense appeal: 

Everybody is excited about (Wiggins') talent. From everything you see or hear, he's the next kid coming into the NBA that's going to demand, on talent alone, a significant amount from a brand. That type of commitment and interest for a rookie has really died down since LeBron and maybe Kevin Durant being the last one.

Of course, those rumors may still prove to be accurate. According to Yahoo Sports' Marc J. Spears, the deal may be a bit more hefty than Rovell reported: 

Either way, don't underestimate the importance of this deal from Adidas' perspective. 

The Score's Blake Murphy put it simply: 

Wiggins was selected first in a stacked draft. He has all-world talent on both sides of the court. As one of the most hyped players coming out of high school in several years, his popularity has continued to soar. He's from Canada, so there is international marketing potential there as well. 

This is a move that should only further spawn the growth of Adidas, which was ranked behind only Nike and ESPN on a Forbes list of the world's most valuable sports brands

Of course, at the same time, Nike, which boasts a roster of LeBron James, Kevin Durant and Kobe Bryant, won't exactly be losing any sleep over this. 

As for Wiggins, no matter the ultimate price tag, this is just another example that even though he has yet to step onto an NBA court, the international star will be extremely important to basketball as a business. 

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