Let me preface this post by saying that I do not have firsthand knowledge behind the reasoning of the following, and it is simply my opinion. Please take that for what it’s worth.
For those of you that don’t know, James Harden, an MVP caliber player for the Houston Rockets of the NBA, just signed a mega shoe deal with Adidas, but was seen wearing a pair of Jordan brand shoes a couple of nights ago. It is difficult for me to believe that someone who just signed a 13-year, $200 million contract with Adidas would wear something other than Adidas…even if that contract doesn’t begin until October 1.
So why did Harden wear Jordans?
From a marketing/branding aspect, it actually might make sense for Adidas to have wanted him to wear a different shoe before his contract began. Why you ask? Think about the buzz it just created. Had Harden been wearing Adidas shoes to the movies, TMZ would not have made such a big deal about it and it would be a non-story. Of course he’s wearing Adidas…who wouldn’t if they were getting paid so much.
In recent years, Adidas has been slipping when it comes to its market share. Nike has always been a problem for Adidas, but Under Armour has successfully overtaken the No. 2 spot in U.S. sportswear sales, dropping Adidas to No. 3.
Let’s take a look at the evidence that leading to my take on this.
- His girlfriend, Khloe Kardashian, was dressed from head to toe in Adidas gear. The Adidas logos on her clothes were very prominent and noticeable.
- James Harden was wearing a black sweatshirt and blue pants. Judging from the TMZ photo, there was no logo or brand of any type on the shirt, pants, or socks. The only visible logo was the Jordan brand logo on his shoes.
- The president of Adidas North America, Mark King, immediately addressed the issue stating that come October 1st, Harden would not be able to wear a different brand, as he will be part of “our lifestyle stuff.”
In true legal fashion, it’s time to analyze the evidence.
First, something tells me that once Harden saw all of the Adidas logos on his girlfriend it would have crossed his mind to maybe wear Adidas. Instead, Kardashian was the one showing off her Adidas gear (with logos that surely would be caught by cameras).
Second, James Harden is no stranger to fashion. A look at this Sports Illustrated feature, James Harden: Fashion Icon, shows that he puts quite a bit of thought into his wardrobes. There have been a number of other articles written about him regarding his fashion sense, like this one. From the “trademark” beard, to the different wardrobe styles, James Harden is a guy who knows his look and brand. With that said, to me, the simplicity of his attire the night the picture was taken was no mistake. Notice he wasn’t wearing Nike’s swoosh logo at all, but rather chose its flagship lifestyle brand; Jordan. Which leads me to…
…Adidas’ president introducing Harden’s lifestyle brand. It gives consumers something to look forward to. It also relates to more people that may be wearing the Jordan brand already. To me, Harden’s plan wasn’t “screw your Adidas,” but rather “hey I’m jumping ship from Jordan brand to my own brand…follow me.” Adidas’ branding was all over that picture, just not on Harden. It placed the two brands in the same spotlight, with Adidas overpowering Nike in all aspects; from the large logos on Khloe Kardashian, to the introduction of the new lifestyle brand Harden will be the face of.
None of that happens if Harden was wearing a pair of Adidas shoes to the movies.
