Nike and Adidas: No more millionaire deals in the NBA

Nike and Adidas have reconsidered their strategy in terms of sponsorship deals with the most important basketball players. Lately, this kind of deals were turning a little insane because this companies were paying huge amounts of money so players represent their brand.

Kevin Durant, one of the most important players in the USA, received an offer by Under Armour, another brand, that was willing to pay more than 60 milion dollars to Durant.

Nike realised that they were losing money, so they have adopted a different attitude, just like Adidas: no more insane sponsorship deals. The brand is strong enough to lose Kevin Durant without any important consecuences.
On the other hand, Adidas has adopted a similar attitude, as they think that they are losing money with players like Derrick Rose, who has got injured many times during the last seasons and he's not a good representative of the brand, at least if we consider the amount of money that he's getting.

The entrance to the market performed by brands like Under Armour or Li-Ning, brands that are starting important sponsorships with Kevin Durant or Lebron James, for instance, has crushed the market.