words // Nick DePaula:
The news got out last month, and now it’s official: James Harden has joined adidas.
To celebrate the occasion, the brand pulled up to Harden’s crib with a truckload of kicks to make sure he’s got enough options for any day of the week, month and practically the life of his 13-year endorsement deal.
As you can expect, James is hyped, and earlier this morning, he explained his reasoning behind the new deal:
“Doing what’s expected isn’t enough for me. I’ve taken chances to put myself in a position to be successful and I’m hungry for more. I want to be true to who I am, even if that means taking risks or doing things different from the status quo or what other people expect,” Harden said. “Wanting to be the best – that comes with hard work, focus and making sure I’m always growing my game. It’s a credit to my time in Houston and I’m just trying to enjoy the moment, but I still have to remember how I got here and all the hard work it took.”
“After meeting with adidas I knew we could create something people won’t see coming. They want to celebrate me for who I am and what I stand for. They want to help me be closer to my fans, tell my story and make incredible product together. This is my chance to do something that can’t be done anywhere else. I think of myself as a creator on the court and I’ve built a game different than any other player in the league. I see an opportunity to become one of the best players in the world – adidas is the partner who will help me get there. I can’t wait to get started.”
Check out the brand’s “The Wait Is Over” video below, also starring adidas Basketball Sports Marketing exec JR Duperrier, and stay tuned for more updates on James Harden and adidas.
