Is Anthony Edwards the Last Hope for Adidas Basketball?

The battle for sneaker supremacy is a fierce one. Adidas has been striving to gain a foothold in the basketball shoe market since before Nike was even formed. Despite that, Nike has been dominating the footwear segment, leaving Adidas in the dust. Michael Jordan‘s partnership with Nike is one of the most successful endorsement deals in sports history. In 1984, Nike’s five-year, $2.5 million endorsement deal redefined how brands signed individual athletes and even celebrities to shoe deals.

What Michael did to Nike, Adidas is hoping that Anthony Edwards can have a similar impact on their brand. The company is investing heavily in Edwards, and they are hoping that he can become the face of Adidas Basketball for the next decade. 

Anthony Edwards takes a dig at Nike’s debut signature shoes

Ever since Edwards has come to the league, he has drawn comparisons to Jordan himself. There is no doubt that he is one of the best shooting guards out there. The Antman has debuted his own signature shoe with Adidas, the AE1. This may be their own game-changer. 

Anthony unveiled the shoe in his latest ad. In the video, he zips open the box to find the best sneaker pair. Rejecting other players’ debut shoes, such as LeBron’s Air Zoom, the Ja 1, and the Luka 1, until he finds his AE1, which ends with thumping “Believe that”.

Adidas is trailing behind Nike in shoe sales

According to Statista, Adidas had a revenue of $13.24 billion from its footwear segment in 2020, while Nike had a revenue of $39.14 billion from the same segment. Adidas has also failed to produce a signature basketball sneaker that can match the popularity and sales of Nike’s Air Jordan, LeBron, and Kyrie lines.

READ MORE: Zion Williamson Joins LeBron James, Michael Jordan, Kevin Durant and Others By Getting First Signature Shoe

Adidas has signed some of the best basketball players in the NBA, such as Damian Lillard, Derrick Rose, and James Harden. But none of them have been able to break out as compared to Nike. Nike’s offerings, which have more innovation and cultural influence, have also overshadowed their signature sneakers. Adidas has recognized the potential in Edwards and his marketability to bridge that substantial gap in footwear sales. 

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