Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

Adidas Has Extended Contract With Basketball Star Anthony Edwards, CEO Confirms

Edwards and his AE 1 signature sneaker are central to the brand’s expansion plans in North America, led by its growing basketball category.
Anthony Edwards in a commercial
The AE 1 sneaker has sold out every Adidas drop in most sizes and colourways and racked up over 17,500 trades on StockX at an average price of $126 as of June, the resale platform told BoF. (Adidas)

Minnesota Timberwolves and Team USA Basketball star Anthony Edwards has extended his contract with Adidas, chief executive Bjørn Gulden said on the company’s quarterly earnings call Wednesday.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Sports
How the collision of sports and fashion is creating new opportunities in both industries.

Why On’s Hot 2025 Turned Into a Cautious 2026

On finished its 2025 fiscal year with 30 percent sales growth. Despite its successful run last year, the company isn’t getting ahead of itself for 2026. Co-founder David Allemann explains that and more in today’s newsletter.


What Is Nike Doing With Its ACG Label?

The activewear giant seems intent on turning its nearly 40-year-old niche outdoor fashion brand into a mainstream success. The plan hinges on convincing backpackers and athletes its rugged technical gear can perform just as well as The North Face or Arc’teryx.


view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.
VIEW MORE
Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON