This week (3/16), adidas announced that the athletic wear company will not be renewing their apparel contract with the NBA after 11 years, as soon as their contract expires after the 2016-17 season.

With adidas slipping down to the #3 spot in sportswear apparel, being surpassed by Nike (#1) and Under Armour (#2), the contract reportedly worth $400 million dollars is seeming less than lucrative to investors of the NBA. At this year’s NBA All-Star game, the adidas design team changed the usually sleeved All-Star jerseys to the traditional tank top style worn during regular basketball games. After some backlash from fans, NBA officials have also commented that the sportswear brand changed the design to warm up fans to their idea to flip the style of the traditional tank top jerseys worn in regular games to the All-Star‘s sleeved jersey designs.


adidas spokeswoman Lauren Lamkin says in a statement:

“While we have enjoyed a successful long-term relationship with the league, we continually review our partner agreements to ensure they are meeting our investment and delivering on our brand and business needs.

We are reimagining and reshaping our business and have evolved our strategy to look at new, cutting-edge ways to drive our brand and support our business over the long term. We will invest more in telling stories that matter to our consumer, building category-disrupting innovative products, reinvigorating youth basketball with our new Next Generation programs and doubling our roster of professional athletes to authenticate our brand on-court.”

The drop of the adidas brand leaves many fans hoping that Nike will take over the apparel contract for the NBA. NBA spokesman Mike Bass said the league would have no comment.

Sourcec: ESPN