Same League, Different Brand

The NBA has million viewers around the world. Therefore, many powerhouse sneaker brand corporations are sponsoring and marketing NBA players to boost their revenue and brand recognition. Signature athletic sneaker brands, such as Nike, Jordan, Adidas, and Under Armor are sponsoring NBA star athletes such as LeBron James, James Harden, and Stephen Curry. Here are some of the signature sneaker contract details signed by some NBA athletes, along with how the athlete and these powerhouse athletic corporations are benefiting economically.

LeBron James, a NBA superstar for the Cleveland Cavaliers, who many consider as the “best basketball player in the world”, has a lucrative sneaker contract deal with Nike. Back in 2003, LeBron was considered one of the best high school prospects in the United States. During his senior year of high school before he was selected in the NBA draft and before he actually stepped foot on an NBA Court, Nike signed LeBron James to a seven year contract worth 90 million dollars. (LeBron’s Sneaker Deal)Nike had a strong feeling that LeBron James will be the next best NBA superstar and can market him to gain more revenue and brand recognition for Nike. Today Nike has signed LeBron James to a life time (even after he retires from playing basketball) 60 million dollars a year endorsement deal that includes both apparel and his signature sneakers. (LeBron’s Lifetime Deal) Also, NBA sport athletes usually earns an extra 5 million dollars a year if sneaker sales hit 100 million dollars per year. In 2014, LeBron James sneaker sales earned Nike 340 million dollars, so LeBron James earned an extra 17 million dollars in profit.

James Harden a more recent NBA superstar from the Houston Rockets, who is known for his large beard, just signed his first signature sneaker contract. James Harden was recently the runner-up for the 2014-2015 NBA’s most valuable player. Adidas knew that James Harden was going to be one of the best basketball players in the world for the next decade, and they needed someone to be the face of their athletic sneaker brand, similarly to LeBron James and their competitor Nike. Adidas recently signed James Harden to 13 year deal, worth 200 million dollars. (James Harden and Adidas) Adidas is hoping to make revenue from James Harden signature sneakers starting in 2017 and James Harden is hoping to earn additional profit from his sneaker endorsement with Adidas.

Steph Curry, the current NBA superstar for the Golden State Warriors, who won the NBA’s Most Valuable Player award and is considered by some to be the next best player in the world after LeBron James. Although Under Armor is considered as being behind their powerhouse competitors, Nike and Adidas, they are also known as an a rising athletic sneaker brand, and they just extended Steph Curry’s 4 million dollar contract signed in 2013 to a more lucrative signature sneaker contract. Steph Curry’s Under Armor sneaker contract is now extended to 2024. The actual money terms is undisclosed, but it is known that the new contract allows for Stephen Curry to have equity in Under Armor. (Steph Curry’s Contract)Stephen Curry now has a contract that sets him up for after basketball and Under Armor can now compete aggressively with Nike and Adidas by having one of the best players in the world as the face of their brand.