Derrick Rose is certainly trying to "be like Mike." The Chicago Bulls star and last year’s league MVP cemented his status with the team with a five-year, $95 million contract a few months ago. And he’s added a Michael Jordan-like “lifetime” contract with apparel and shoemaker adidas.
CSNChicago.com reported the deal is for 14 years and worth up to $260 million, which would make it the second-largest sneaker deal in history, behind Jordan's. Rose called the deal a lifetime contract before Saturday’s All-Star Game practice without going into detail: “It’s a blessing. I really couldn’t believe it, especially when I heard the amount.”
“When you look at those guys and who has staying power, Rose is a good bet,” said Ann Bastianelli, a senior lecturer of marketing at Indiana University and president of Anthology Consulting. “I even think his position might have more magnetism.”
Adidas is in its sixth year of an 11-year deal as the official uniform and apparel provider for the NBA, WNBA and NBA D-League. But Under Armour inked a partnership with the NBA in December that allows it to feature uniforms on its endorsers in advertisements.
Nike, though, is still generally thought of as the leader when it comes to basketball shoes -- pushed to the top soon after Jordan signed his first deal in 1984. Every player-endorsed shoe on Amazon’s list of 100 top-selling basketball shoes is a Nike. Most of those shoes bear Jordan’s name, but Bryant’s, James’, Blake Griffin’s, Carmelo Anthony’s and Dwyane Wade’s shoes also rank on the list.
Rose’s shoe -- the adizero Rose 2.5 -- doesn’t make the list.
Adidas is betting on Rose to change that.
“Adidas is not going to out-Nike Nike on this, but Michael Jordan has been out of the game for a long time,” Bastianelli said. “In terms of credibility and charisma, Rose is a nice bet.”