Damian Lillard has just achieved something few athletes can – a lifetime partnership with a global brand. The Milwaukee Bucks star has secured a monumental deal with Adidas, marking a major milestone in his career. His relationship with Adidas began back in 2012 when Lillard first entered the NBA, and over the years, it’s grown into so much more than just a business deal.
Lillard’s journey with Adidas started in 2012 with a multiyear contract after being drafted by the Portland Trail Blazers as the sixth overall pick. By 2014, they extended the deal for 10 more years, reportedly worth up to $100 million. Throughout this time, Lillard has become one of Adidas’ most recognizable athletes, launching a successful line of signature sneakers, beginning with the Adidas D Lillard 1 in 2015.
The latest model, the Adidas Dame 9, launched in August 2024, showcases cutting-edge sneaker technology. “Adidas has been with me since the beginning, and I’m proud to continue this journey,” Lillard said in a statement.
This lifetime contract makes Lillard just the fourth active NBA player to land such a deal. He joins LeBron James, Kevin Durant (Nike), and Stephen Curry (Under Armour/Curry Brand) in this exclusive club. Between his on-court earnings and his shoe line, Lillard’s career earnings have now surpassed $600 million, making him a force both on and off the court. To honor him even more, Adidas has even named a court after him at their Portland headquarters – a huge recognition of his impact on the brand.
Damian Lillard Continues To Show His Impact On And Off The Court
Beyond his business ventures, Lillard’s performance on the court continues to be exceptional. Recently, he and Giannis Antetokounmpo led the Milwaukee Bucks to an NBA Cup victory over the Oklahoma City Thunder, with Lillard contributing 23 points in the win. The Bucks, now 14-11, are positioning themselves as strong contenders in the Eastern Conference under new head coach Doc Rivers. At 34, Lillard is still in peak form, averaging 25.7 points, 7.5 assists, and 4.5 rebounds this season.
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This lifetime deal with Adidas reflects everything Lillard has accomplished—both on the court and off it. His continued charitable work in Portland and his leadership make him not just a great athlete but a cultural ambassador. This partnership will keep his Dame sneaker line thriving and inspire future generations of athletes for years to come.
