Citing increasing interest for the game abroad, the Herzogenaurach, Germany-based firm said Wednesday it has extended its global partnership with the National Basketball Association to include exclusive rights to all NBA apparel in Europe.
Products will be available beginning Oct. 1 to coincide with the 2010-2011 season and the tip-off of the NBA Europe Live tournament, where NBA teams are matched up against members of the Euroleague.
“As the NBA continues to grow in popularity throughout Europe, authentic Adidas NBA apparel will be available to more fans than ever before,” said Sal LaRocca, executive vice president, NBA global merchandising.
Indeed, with French players like Tony Parker and Joakim Noah boosting the game’s profile here, demand for basketball merchandise is on the rise.
For the current basketball season, more than 60 percent of the NBA’s 83 foreign players are European. France has the strongest representation, with 10 players, followed by Serbia, Slovenia and Spain, which count five players each.
“Now, with the exclusive global rights, we are able to help the NBA spread the love of basketball around the world,” said Lawrence Norman, vice president of Adidas basketball.
In 2006, Adidas penned an 11-year global merchandising partnership to become the official uniform and apparel provider for the NBA, the WNBA and the NBA Development League.
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