In preparation for the 2010-11 NBA season, Adidas AG has extended its agreement with the league, granting the company exclusive rights to all apparel in Europe.
The decision comes as a result of increased fan involvement in the European league. The previously-licensed apparel provider of NBA Europe, Champion Europe, Ltd., began its partnership with the league in 1991 and until now, only Champion’s re-branded replica jerseys were available in Europe. Since 2006, the leagues uniform provider has been Adidas, but due to the Champions agreement, fans havent been able to purchase authentic replica jerseys.
“The expansion of Adidas apparel rights in Europe gives us a true global partnership that aligns perfectly with our collective strategy to continue growing the game of basketball,” said Sal LaRocca, Executive Vice President of NBA Global Merchandising.
To spur additional fan involvement, Adidas will make the new products available to the public on October 1, to coincide with the tip-off of the 2010-11 campaign.
