As far as brand recognition, quality and intellectual property are concerned I honestly think this was a bold move by a desperate Adidas brand looking to remain relevant in American basketball. There are several concerning points:
1. Harden is not even the best player or most popular player on his team (bias: I went to HS with Dwight Howard)
2. Aside from this $200M 13 year deal the most recent news regarding Harden was his relationship with Khloe Kardashian (Not Kim).
3. Harden does not have a signature move, I am not an avid basketball fan but his past playoff performances have been less than memorable (featuring the lacks of electrifying dunks, great passes, or even buzzer three pointers)
4. Adidas is in a bind (Derrick Rose injuries have prevented his shoe from selling well plus John Wall’s Reebok shoe was a flop) and (Under Armor has surpassed Adidas in the US apparel market plus Adidas is selling less shoes than New Balance and Skechers and literally no basketball shoes at all)
5. Adidas may be banking too much on the Kardashian connection (Kanye West has already released two signature shoes with Adidas and West could eventually be Harden’s brother in law.) Which we can all assume is pretty desperate for a recognized athletic apparel brand.
6. Adidas is ignoring the elephant in the room (Quality). Over the years Adidas has been a reputable brand at a signature price point. This price point is no longer selling well amongst competitors Nike and Under Armor so it may be time to reduced the price point by sacrificing a little quality in oder to maintain marketshare. (Adidas say hello to bargain buyouts!).
7. What happens when Harden gets traded?? (Thanks to Yao Ming Houston has a strong international brand presence among Pan-Asian markets).
PS just one girl’s opinion on brand recognition and quality.