NEW YORK – The National Basketball Association (NBA) today announced a multiyear extension of its global partnership with adidas, which will continue as an official marketing partner of the NBA, Women’s National Basketball Association (WNBA) and NBA G League.  As part of the renewed agreement, the league and adidas will continue working together to amplify the stories of the next generation of basketball players across their platforms.

“Renewing our partnership with the NBA keeps adidas at the center of global basketball culture,” said Max Staiger, Global General Manager, adidas Basketball. “Together, we’ll continue to invest equitably across the NBA and WNBA platforms to build one ecosystem that aligns with our vision to be the basketball brand for the next generation.”

“We are proud to continue our long-term partnership with adidas,” said Lauren Sullivan, SVP, Head of Partner Management, NBA. “Together, we are committed to telling the stories of emerging players across the NBA, WNBA and NBA G League, using our platforms to inspire fans and grow the game globally.”

As part of the renewed partnership, adidas will also have a presence around Future Starts Now, a digital-first initiative aimed at showcasing rising basketball talent and amplifying their stories across social media and other platforms.

The renewal comes as adidas deepens its investment in basketball, highlighted by its growing roster of signature athletes across the NBA and WNBA, including three-time NBA All-Star Anthony Edwards, 11-time NBA All-Star James Harden, six-time All-Star Donovan Mitchell, nine-time NBA All-Star Damian Lillard, three-time WNBA All-Star Aliyah Boston, six-time WNBA All-Star Chelsea Gray and three-time WNBA All-Star Satou Sabally, among others, as the brand and the leagues continue to spotlight their stories to a global audience, including the “You Got This” brand anthem.

The 80^th NBA regular season begins with a doubleheader on Tuesday, Oct. 21, 2025, as part of American Express NBA Tip-Off 2025, when the NBA returns to NBC and debuts on Peacock as the defending NBA champion Oklahoma City Thunder hosts the Houston Rockets (7:30 p.m. ET) and the Golden State Warriors visit the Los Angeles Lakers (10 p.m. ET).

About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 59,000 people across the globe and generated sales of €21.4 billion in 2023.For more information, please visit www.adidas-Group.com.

About the NBA
The National Basketball Association (NBA) is a global sports and media organization with the mission to inspire and connect people everywhere through the power of basketball.  Built around five professional sports leagues: the NBA, WNBA, NBA G League, NBA 2K League and Basketball Africa League, the NBA has established a major international presence with games and programming available in 214 countries and territories in 60 languages, and merchandise for sale in more than 200 countries and territories on all seven continents.  NBA rosters at the start of the 2024-25 season featured a record-tying 125 international players from a record-tying 43 countries. The NBA’s digital assets include NBA TV, NBA.com, the NBA App and NBA League Pass.  The NBA has created one of the largest social media communities in the world, with more than 2.5 billion likes and followers globally across all leagues, team and player platforms.  NBA Cares, the NBA’s global social responsibility platform, partners with renowned community-based organizations around the world to address important social issues in the areas of education, inclusion, youth and family development, and health and wellness.

About the WNBA
The WNBA celebrates and elevates the game of basketball and the culture around it.  The league was ranked by Morning Consult as the fastest-growing brand in 2024, and No. 4 on Fast Company’s list of the World’s 50 Most Innovative Companies of 2025, on its way to setting records for engagement on social and digital platforms, attendance, merchandise sales and unique viewers across its broadcast partners.  The WNBA’s commitment to societal impact is supported by the first-of-its-kind WNBA Changemaker Collective, a group of purpose-driven companies that have partnered with the WNBA to enhance the player experience, build the brand of the league and players, inspire innovation and connectivity, increase media coverage and visibility, and help drive the league’s business transformation.  Ally, AT&T, CarMax, Deloitte, Google, and Nike are part of the WNBA Changemaker Collective.