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NBA News: Damian Lillard Reportedly Signs 'Lifetime' Adidas Contract Extension

Doric Sam

Milwaukee Bucks star point guard Damian Lillard added a unique distinction to his resume on Wednesday.

According to ESPN's Shams Charania, Lillard agreed to a lifetime contract extension with Adidas, making him just the fourth active player in the NBA to have a lifetime shoe endorsement deal. Lillard joins Golden State Warriors star Stephen Curry, who is signed to Under Armour/Curry Brand, and Phoenix Suns star Kevin Durant and Los Angeles Lakers star LeBron James, who are both signed to Nike.

Lillard originally signed a multiyear sponsorship deal with Adidas upon entering the NBA as the sixth overall pick in the 2012 draft by the Portland Trail Blazers and then negotiated a new 10-year deal worth up to $100 million with the company in 2014. Earlier this year, Adidas announced that it named the gymnasium court at the company's headquarters in Portland after Lillard.

Charania noted that Lillard's new deal pushes his career salaries from his on-court and shoe contracts to above $600 million. The veteran floor general's representative Aaron Goodwin of Goodwin Sports Management had been negotiating a new deal with Adidas since his previous contract expired this past offseason. Goodwin had also negotiated James and Durant's initial deals with Nike.

The lifetime shoe deal continues a monumental week for Lillard, as he helped lead the Bucks past the Oklahoma City Thunder on Tuesday night in Las Vegas to win the NBA Cup championship. The 34-year-old had 23 points in the 97-81 victory and is now averaging 25.7 points, 4.5 rebounds and 7.5 assists per game this season.

After a disappointing first-round exit from the playoffs last season amid injuries to Lillard, star forward Giannis Antetokounmpo and other key players, the Bucks have put themselves in the conversation of top title contenders in the Eastern Conference. If Lillard continues performing at a high level, Milwaukee will have a strong chance to return to the NBA Finals for the first time since its last title win in 2021.

The Bucks (14-11) will return to action on Friday when they visit the Cleveland Cavaliers (23-4).

   

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