Fresh off his first NBA Cup championship, Damian Lillard and his apparel partner Adidas have signed a lifetime deal, as first reported by ESPN’s Shams Charania.
This follows similar agreements by other NBA stars like Stephen Curry (Under Armour), LeBron James, and Kevin Durant (Nike), who have secured lifelong partnerships with their respective brands.
The Oakland native initially signed a multi-year deal with Adidas in 2012. By 2014, he had renegotiated a 10-year contract worth up to $100 million. Recently, Adidas honored Lillard by naming their gym at the Portland headquarters after the star point guard.
According to ESPN’s Charania, this new deal elevates Lillard’s total earnings from contracts and shoe deals to over $600 million as he begins to transition into the later stages of his basketball career. The 34-year-old is also exploring what life after basketball might look like.
Adidas is shifting much of its business focus to the Oakland area, creating opportunities to give back to the community and develop engaging activations in the city where Lillard grew up.
A member of the NBA’s Top 75 players, Lillard has started the season strong. He is averaging 25 points, seven assists, and four rebounds, with a Player Efficiency Rating of 25.7 for the Milwaukee Bucks. As he aims to win his first NBA championship, Lillard continues to solidify his legacy as one of the greatest point guards in the history of the game.
