In a series of since-deleted tweets, Peak Sports earlier today officially announced Dwight Howard as the newest NBA player on their roster of brand endorsers.
The celebratory tweet was jumbled with hashtags and read — seriously:
“#ItsOfficial #Welcome #NBA #AllStar @DwightHoward #DwightHoward 2 the #PEAKFamily #TeamPEAK #PEAKBrand #DH12 #Rockets”
We have no official word yet on why “2 the” wasn’t incorporated into its own hashtag. Or why they had RT’d a fan who was also calling out their hashtag strategy.
As for Dwight, the headlines that he “is leaving adidas” are also a bit of a reach, given that The Three Stripes was fully committed to moving on from their longtime partnership with the center. According to multiple people, there was little effort made from their end to retain him.
They’ve instead looked to veer younger, signing more players in recent NBA Drafts, and of course, recently inking Dwight’s Rockets teammate James Harden to a massive 13-year deal.
In joining Peak, Howard also joins a roster of fellow NBA endorsers that includes Tony Parker, George Hill, Kyle Singler, Miles Plumlee, Carl Landry, Chase Budinger, Anthony Morrow, Andrew Nicholson and Beno Udrih.
With most shoe deals expiring on September 30th, brands are typically allowed to begin activating their newest players on October 1st. Perhaps Peak jumped the gun with their announcement for now, and we can expect to see more on their pending partnership with Dwight Howard later on next month.
