Bucks star Damian Lillard has just joined elite company as one of the few NBA superstars to have their own lifetime shoe endorsement. According to ESPN’s Shams Charania, Lillard has just come to terms with a new deal with Adidas that will keep him with the iconic brand for the rest of his life.
“Milwaukee Bucks star Damian Lillard has agreed to a lifetime contract extension with Adidas, sources told ESPN on Wednesday,” wrote Shams. “As Lillard’s deal with Adidas expired during last offseason, his representative, Aaron Goodwin of Goodwin Sports Management, has been negotiating a new deal with company officials.”
Adidas is one of the four major players in the athletic goods industry, with the others being Nike, Under Armour, and PUMA. When it comes to basketball, Nike is king and it will likely stay that way with the popularity of Jordan Brand. Adidas isn’t too far behind and includes some signature athletes such as Donovan Mitchell, James Harden, Anthony Edwards, and Trae Young.
Lillard, 34, is just one of four active players with a lifetime shoe deal, with the others being Stephen Curry, LeBron James, and Kevin Durant. It’s a rare thing for any athlete and is a sign of Adidas’ unwavering loyalty to the Bucks’ point guard.
Of course, the big difference between Lillard and guys like LeBron, Durant, and Curry is that Dame doesn’t have the playoff success to match. To date, Lillard has yet to advance to the NBA Finals after 12 years in the NBA and it’s the biggest blemish of his otherwise accomplished career.
Lillard, who was drafted by the Trail Blazers, spent most of his prime in Portland in an attempt to bring glory to his original franchise. For his career, the NBA veteran is averaging 25.7 points, 7.5 assists, and 4.5 rebounds per game on 45.0% shooting and he stands today as the greatest player in Blazers franchise history.
But after several failed campaigns, Lillard got impatient of waiting to compete for a title and he ended up forcing his way out. While he initially wanted to join the Heat, Lillard was sent to Milwaukee to join Giannis Antetokounmpo and help the Bucks return to being champions again.
It was a rough fit at first, but the Bucks have finally found a groove and the Lillard-Giannis pairing has never looked better. In 22 games this season, Lillard is averaging 25.7 points, 7.5 assists, and 4.5 rebounds per game on 45.0% shooting. The Bucks are 5th in the East at 14-11.
With so much of the season left to play, it’s impossible to be sure how this chapter ends for the Bucks and their star duo but in order for them to achieve success, they’ll need the best from Giannis and Lillard.
With Lillard now set for life on a historic new deal, he can put all of his focus on helping the Bucks win games this season and ensuring his game is being played to its maximum potential. So far, the results have been promising but the hard work is only just beginning.
In order to live up to his lucrative new contract, Lillard must deliver on expectations and take the Bucks further than they’ve been since 2021. Clearly, there is a strong belief in Lillard’s positive impact both on and off the court.
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