Originally written October 09, 2012 on Sports Business Digest:
And the children, danced...

Minnesota Timberwolves guard Ricky Rubio has entered into a long-term partnership deal with Adidas, according to the company's website. Rubio, who was drafted 5th overall in the 2009 NBA Draft, finished second in the NBA's rookie of the year voting last year (Rubio continued to play in Spain even after being drafted until the 2011-2012 season).
“Growing up in Spain I always loved the adidas brand and their products,” said Rubio. “The last few years they’ve really changed the game with new technology and style in basketball shoes and apparel and I can’t wait to be a part of it.”

The deal itself aside, perhaps the most interesting thing to note is that Adidas was interested enough in Rubio and the Minnesota market, to sign him to a deal. New York or Los Angeles, Minnesota is not, but Adidas determined that not only is the regional fan base dedicated enough to support Rubio as an endorser, but that Rubio may have some potential beyond the Minneapolis region. Rubio joins an increasingly impressive roster of Adidas basketball endorsers, including Bulls guard Derrick Rose, Lakers Center Dwight Howard, and Spurs Forward Tim Duncan. Adidas also managed to sign a few rising NBA stars including Nuggets forward Kenneth Faried, Knicks guard Iman Shumpert and Pistons guard Brandon Knight.
“Ricky Rubio is a once-in-a-generation player,” said Lawrence Norman, adidas vice president of global basketball. “His work ethic and selflessness combined with his superior athleticism and playmaking have quickly made him one of the most exciting young players in the game. When you watch Ricky on the court and talk to him after practice, you understand his pure enjoyment of playing basketball and that makes him a perfect fit for our brand.”

As with most deals, Adidas will feature Rubio in a variety of upcoming marketing initiatives, and he will also play a role in the development of Adidas products including footwear and apparel.

Yes, this opens up the possibility of...dare I say, a Ricky Rubio shoe.

And the children danced, indeed.

(via Adidas Press Release)

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