Jalen Suggs
Darron Cummings/Associated Press

Jalen Suggs And Adidas Agree To Multi-Year Deal

After leading the Gonzaga Bulldogs to the national championship game, Jalen Suggs was one of the most desired players for shoe companies and one of the best players in the 2021 NBA Draft. Adidas eventually signed Suggs to a multi-year deal, but it was not easy. The final contract was negotiated by Wasserman, with Jalen Suggs and his agency also involved. Now, Adidas can add Suggs to its elite list of players that already includes James Harden, Donovan Mitchell, and Trey Young.

Adidas did everything to appeal to Jalen Suggs, from outlining product plans for Suggs (including a potential signature shoe later in his career) to agreeing to refurbish a basketball court in his hometown. But Adidas did not stop there, finalizing endorsement deals with other top prospects including Sharife Cooper and Evan Mobley.

Adidas’s Internal Changes Are Attracting More Athletes

Adidas made some major moves behind the scenes, combining their Originals and Basketball departments to reflect the blurring of the line between performance and lifestyle in the sports world and sports culture. However, Adidas’s recent success in signing players is largely for another reason: The appointment of Jerry Lorenzo to lead the creative and business strategy of Adidas Basketball. Previously, Lorenzo had launched crossover basketball shoes with Nike (while also creating his own footwear category at Fear Of God), before signing long-term with Adidas in 2020.

With a new hybrid marketing approach and new designers leading the way, Adidas is doing all the right things at an important time. Jalen Suggs now has the shoes and apparel he needs, and all that is left for him is to take the NBA by storm.

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