Expansion of Adidas-NBA deal with apparel rights
adidas and the National Basketball Association (NBA) announced an extension of their global partnership giving adidas exclusive rights to all apparel in Europe beginning with the 2010-11 NBA season. Products will be available beginning Oct. 1, 2010 to coincide with the tip-off of NBA Europe Live presented by EA SPORTS.
Fans in Europe will be able to select from a comprehensive on-court collection, including the authentic, swingman, and replica versions of NBA player jerseys, as well as authentic team warm-up collections, shooting shirts, official practice wear and adidas TECHFIT base layer compression and padded compression undergarments. The adidas Originals brand will offer NBA Soul Swingman jerseys inspired by the NBA's line of Hardwood Classics Nights products and feature jerseys for some of the most popular NBA legends. The entire apparel collection is designed to coordinate with adidas' comprehensive range of NBA performance and lifestyle footwear.
"The NBA is the pinnacle of basketball - and every kid around the world who dreams of playing pro ball aspires to reach that level,” said Lawrence Norman, Vice President of adidas basketball. "Now, with the exclusive global rights, we are able to help the NBA spread the love of basketball around the world by bringing a piece of that dream to everyone who loves the NBA."
“The expansion of adidas' apparel rights in Europe gives us a true global partnership that aligns perfectly with our collective strategy to continue growing the game of basketball,” said Sal LaRocca, Executive Vice President NBA Global Merchandising.“As the NBA continues to grow in popularity throughout Europe, authentic adidas NBA apparel will be available to more fans than ever before.”
adidas is in the fourth year of its 11-year global merchandising partnership as the official uniform and apparel provider for the NBA, WNBA, and NBA D-League. The NBA and adidas will support the partnership through a mix of global marketing and media initiatives, including NBA Europe Live presented by EA SPORTS in 2010, as well as grassroots events and branded media programs throughout the 215 countries in which the league distributes content.
The NBA has five of its 16 regional offices in Europe, with locations in Istanbul, London, Madrid, Milan, and Paris.The league has had a long history of playing games in the region, most notably through its current preseason tour – NBA Europe Live presented by EA SPORTS™, and has played a total of 50 games on the continent to date.European players continue to make a significant impact in the NBA, with the 48 European players currently on NBA team rosters highlighted by the Dallas Mavericks' Dirk Nowitzki, the first European named NBA Most Valuable Player; the San Antonio Spurs' Tony Parker, the first European Most Valuable Player of The Finals; and the Toronto Raptors' Andrea Bargnani, the first European No. 1 overall selection in the NBA Draft.