Euroleague Basketball and adidas are proud to announce an extension of their existing relationship that will expand the world-class sports brand's commitment to the finest of European club basketball: the Turkish Airlines EuroLeague, the 7DAYS EuroCup and the EUROLEAGUE BASKETBALL ADIDAS NEXT GENERATION TOURNAMENT.
The renewal coincides with this season's launch of a new era in European basketball, highlighted by the remodeling of both premier club competitions, and reaffirms the strategic approach of adidas and Euroleague Basketball by lengthening an already successful relationship to five years.
The commitment of adidas to reinventing and reinvigorating the game of basketball every day will be merged with the same commitment from the finest European clubs and athletes to create the best basketball experience for the delight of sports fans.
Besides the adidas brand and basketball shoes being integrated in EuroLeague and EuroCup platforms, the three-stripes brand will put creative genius at the center of everyone's attention by shining a spotlight on the players who make magic week after week on EuroLeague courts with the HERETOCREATE video series.
This unique series, debuting today and continuing for eight weeks at the end of the season, focuses on the creative process in basketball as told by the sources of that creativity, the players themselves. Stars from eight different teams will not only show their skills but explain how their spectacular shots, passes and blocks came to be, first, in their imaginations.
The roster of HERETOCREATE players covers both established stars - like Georgios Printezis of Olympiacos Piraeus, Luigi Datome of Fenerbahce Istanbul, Nicolo Melli of Brose Bamberg and Anthony Randolph of Real Madrid - as well as up-and-coming talents like Ante Zizic of Darussafaka Dogus Istanbul, Marko Guduric of Crvena Zvezda mts Belgrade, Cedi Osman of Anadolu Efes Istanbul, and Mike James of Panathinaikos Superfoods Athens.
All will provide unique insights into how they prepare for, conceive and execute the plays that bring fans out of their seats with astonishment again and again in EuroLeague games.
Under today's expanded agreement, adidas will also strengthen its continuous support of young players through the EUROLEAGUE BASKETBALL ADIDAS NEXT GENERATION TOURNAMENT, where the European stars of the future gather in four tournaments each season, featuring some of the greatest talent-generating clubs on the continent, to compete for places in the ANGT Finals during Final Four weekend each spring.
"We are extremely happy for the confidence adidas has again put in all our competitions," Jordi Bertomeu, Euroleague Basketball President & CEO, said. "Creativity and innovation are values that run strong in the DNA of both adidas and Euroleague Basketball. And both are core pillars in our efforts together when building such strategic partnership in order to reach younger fans and millennials through innovative storytelling."
"Creating a platform for players to further their careers is key to our mission in growing the game," Michael Ladinig, adidas Senior Director Sports Marketing of Global Basketball, said. "By continuing to partner with Europe's top talent, we're proud to represent some of the world's best clubs and players through our unique design approach and latest on-court innovations."