Special to NYSportsJournalism.com
September 10, 2015: Aaron Rodgers, perhaps known as much by non-football fans for his "Discount Double Check" move off the field as he is by football fans for his prowess on the field, has signed a multi-year endorsement deal with adidas.
Financial terms of the deal with the 2014 NFL MVP, who previously was with rival Nike, were not released.
The quarterback for the Green Bay Packers joins an adidas roster of NFL players that includes DeMarco Murray (Philadelphia Eagles), Jimmy Graham (Seattle Seahawks), Sammy Watkins (Buffalo Bills) and Von Miller (Denver Broncos), as well as six first round picks from the 2015 NFL Draft.
“Adidas is an inspiring brand, with a ton of momentum, and this is something I wanted and needed to be a part of,” Rodgers said in a statement. “I’ve set the bar high throughout my career and the opportunity to collaborate and have influence on products and marketing with adidas is a game-changer for me.”
The move comes as adidas has seen its market share of sports apparel and footwear sales in the U.S. come under attack by Under Armour and Skechers, all of whom trail Nike.
According to adidas, the Green Bay Packers quarterback will debut adidas cleats this season and "collaborate on future product development across footwear, training apparel and equipment (and) take a leading role in upcoming adidas brand marketing campaigns.
Murray, Graham and Watkins appear in a new adidas spot, "The Need For Speed" (pictured below).
“Football is the pinnacle of sports culture in U.S. and the league MVP joining adidas is monumental for our brand,” Mark King, adidas Group President, said in a statement. “It’s a bold statement when the best player in the biggest sport leaves our competitor to join our team. This is just the start, as we continue to reignite our brand in America.”
Rodgers earns about $5 million in endorsements (prior to the adidas deal), according to industry analysts, most recently in a series of humorous "Discount Double Check" spots for State Farm.
Last year, he appeared in promo spots for ESPN and the movie Neighbors.
“We are the fastest growing football brand in the industry and partnering with Aaron continues this momentum,” Mark Daniels, vp-U.S. Team Sports for adidas, said in a statement. “Aaron is a creator on the field and has built a game different than any other player in the league. His style of play and confidence align perfectly with our brand and he will no doubt help us build on the tremendous energy and vision for adidas Football.”
Rodgers has guided the Packers to the post-season in each of the last six seasons, including a victory in Super Bowl XLV in which he was named MVP. Rodgers earned his first league MVP in 2011 and has been selected to the Pro Bowl four times.
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