What's Happening?
Adidas and James Harden have launched a new collaboration with the Arizona State University Sun Devils basketball team. This partnership introduces Harden-branded basketball jerseys, marking the first
time the Sun Devils have worn such uniforms. The black jerseys feature maroon block font with gold detailing, along with the 'Sparky' mascot and Harden's signature logo. The collaboration also includes warmups and shoes, although the player-exclusive adidas Harden Vol. 9 will not be released to the public. Other items from the collection are available for purchase on the Arizona State Bookstore and adidas websites. This collaboration coincides with the release of the adidas Harden Vol. 10 'Hellcat' colorway, which is available for $160.
Why It's Important?
This collaboration highlights the growing influence of athlete endorsements in collegiate sports, particularly in basketball. By partnering with a prominent NBA player like James Harden, Arizona State University enhances its brand visibility and appeal to prospective athletes and fans. For adidas, this collaboration strengthens its market position in sports apparel and footwear, leveraging Harden's popularity to drive sales. The partnership also reflects a broader trend of sports brands aligning with universities to tap into the collegiate sports market, which can be lucrative due to its large fan base and media coverage.
