Donovan Mitchell’s relationship with Adidas has come a long way since he first signed with the brand before entering the NBA. What started with a rookie-year shoe deal has grown into one of the longest-running signature partnerships in the league, with Mitchell having a hand in shaping the D.O.N. line along the way.
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Now, that partnership is moving into another chapter. Mitchell is coming off a summer in which he committed his NBA future to the Cleveland Cavaliers with a four-year, $273 million extension. But his latest move with Adidas brings a different kind of milestone, one that very few active NBA players have reached.
Mitchell and Adidas have agreed to a new multiyear extension that will take his signature line through its 10th model, making him the seventh active NBA player to reach double digits with the same brand. Mitchell said, “From the beginning, adidas has allowed me to be myself and build something that feels authentic to how I view the game. The D.O.N. franchise has grown into so much more and I’m proud that we get to keep that story going. I’m just as excited about continuing the work with Spida Elite Camp and working towards creating more opportunities for young hoopers.”
That puts Mitchell alongside LeBron James, Kevin Durant, Stephen Curry, James Harden, Damian Lillard and Klay Thompson. The group covers some of the NBA’s most established signature shoe lines, with Mitchell now joining them after eight D.O.N. Issue releases.
From Rookie Deal to D.O.N. Issue 10
Mitchell signed with Adidas in July 2017 heading into his rookie season with the Utah Jazz. The partnership soon moved beyond a standard endorsement deal. After his rookie season, Adidas tore up his existing three-year agreement and negotiated a new multiyear contract that included a signature shoe.
The first D.O.N. Issue was revealed in December 2018 before its retail release in July 2019. The name stands for “Determination Over Negativity,” Mitchell’s personal mantra, while the numbered “Issue” branding plays into his Spida nickname and comic-book influence.
The line has continued to evolve. Issue 6 introduced a low-top design, while Issues 7 and 8 continued to use Adidas’ Lightstrike Pro cushioning. The D.O.N. Issue 8 debuted during the 2026 playoffs before reaching stores around July at a $120 price point. The new agreement will now carry the line through D.O.N. Issue 9 and D.O.N. Issue 10.
Mitchell has also become more involved in the process. He has previously discussed getting feedback from friends on details such as fit and colorways, giving him a bigger role in a shoe line that began when he was still a rookie.
Adidas Deal Goes Beyond the Court
There is also a personal side to the new agreement.
Adidas will provide additional resources to Greenwich Country Day School in Connecticut, where Mitchell attended before moving on to Brewster Academy. The resources are aimed at giving students from underserved communities greater access to educational opportunities.
The connection between Mitchell and the school runs deep. In 2018, GCDS students Rory Ashmeade and Blaise New were selected to interview Mitchell and exclusively reveal the first D.O.N. Issue. In 2024, Mitchell also helped fund and inaugurate the Donovan Mitchell Family Athletic Center at the school.
The new Adidas agreement continues that connection while also supporting GCDS’ basketball program and its NIL program, according to the reported details of the partnership.
For Mitchell, the D.O.N. line has always carried a message beyond basketball. When he first introduced the shoe, he said, “My message with this shoe is that it’s for kids … who believe that they can do anything… I want to help inspire kids so they feel like they can do anything.”
He also described the idea behind the name by saying, “Determination Over Negativity is a belief that anything is possible no matter who you are or where you come from.”
That message now sits behind a signature line that is heading toward its 10th model. Mitchell has gone from signing his first Adidas deal before his rookie season to becoming one of only seven active NBA players with at least 10 numbered signature shoes under the same brand.
And with Issues 9 and 10 still ahead, the D.O.N. story is far from finished.