By Barry Janoff
October 5, 2015: When James Harden woke up on Oct. 1, it marked the official beginning of his 13-year, $200 million deal with adidas.
Harden celebrated with breakfast at home.
Adidas celebrated by delivering two truck loads of basketball kicks to Harden's front door, making a marketing and social media splash to signify Harden's move from Nike.
"The Wait Is Over" read the back panels on two adidas trucks parked in the front courtyard of Harden's home.
According to adidas, the all-star point guard for the Houston Rockets will wear Crazylight Boost in a variety of Rockets colors this season. A signature shoe being planned.
"Doing what's expected isn't enough for me. I've taken chances to put myself in a position to be successful and I'm hungry for more," Harden said in a statement. "I want to be true to who I am, even if that means taking risks or doing things different from the status quo or what other people expect,"
Initial marketing was tied to the "unannounced" delivery to Harden, with a 30-second "The Wait Is Over" spot showing Harden wearing a bathrobe answering the door, then ultimately being surrounded by a bevy of boxes filled with adidas kicks.
Adidas supported with shout-outs on social media, including Twitter, Facebook and Instagram.
Future marketing likely will play into the low-key, fun-loving persona that Harden has shown in other ad campaigns.
Harden also has deals that include BodyArmor, BBVA Compass, Foot Locker and 2K Sports.
An upcoming event with Foot Locker — likely the first national spot in which Harden will wear adidas shoes — will see him shoot basketballs with suggestions printed on them as submitted by people via Twitter. He will seek to fulfill the requests written on the balls of missed shots.
The Foot Locker "Play My Tweet" challenge is scheduled to go down in Houston on Oct. 8 beginning at 7 PM (ET). People can watch via Foot Locker's YouTube channel or Twitter page.
Early requests include having him run a clinic at a high school, donate time and money to fighting cancer and challenging Stephen Curry's daughter, Riley, in a Nae-Nae dance-off.
According to Harden, "After meeting with adidas I knew we could create something people won't see coming. They want to celebrate me for who I am and what I stand for. They want to help me be closer to my fans, tell my story and make incredible product together. This is my chance to do something that can't be done anywhere else."
Harden Takes On (Almost) All Challenges In Foot Locker Twitter Push
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