Nike/Jordan’s Rivalry with adidas Continues with the Jayson Tatum Ad
Jayson Tatum "Don't Stop Disbelieving" Jordan Commercial | Trilliam Shatner
The 2023-2024 NBA campaign could be described in one word: unexpected.
Unforeseen not because the Boston Celtics clinched their 18th title, redeeming their 2022 Finals defeat, or because the Dallas Mavericks emerged as the Western Conference champions thanks to their epoch-making combo of Kyrie Irving and Luka Doncic.
All through this NBA season, the buzz has centered around the footwear rivalry, with adidas and Anthony Edwards generating a whirlwind with the adidas AE 1.
With everything from the “Believe That” slogan to Edwards’ blend of bold bravado/effortless trash talk/every night’s All-Star-worthy showcases, Edwards alongside adidas revived the once dormant art of fostering a must-have signature sneaker through an enthralling launch.
As a result, corporate chiefs, marquee sneaker names, shoe creators, and hip-hop artists all had a say, prompted by a touch of provocation from adidas and Edwards.
The exchanges even incited Jordan Label and Jayson Tatum to create a quip at the Minnesota Timberwolves guard and his affiliated stripes in their NBA Finals spot, “Don’t Stop Disbelieving.”
With the celebration of the Finals victory finished, numerous questions linger.
Will adidas and Edwards respond with the upcoming releases of the adidas AE 1 Low or shelve it for the upcoming adidas AE 2? Will Jordan Brand double down on JT and the ad? Will Nike step back into the ring through its NBA signature athletes (Devin Booker, Ja Morant, or Kevin Durant)?
One thing’s for sure: this is exactly what the brands and the sport need.
Take a look at the complete timeline of how we got here below:
Striking in October 25, 2023, the stage was set during the adidas AE 1’s introductory push in a clip where Edwards tosses the sneakers of his adversary, declaring his as “the one” – a nod to them being uniquely his.
The promotion insinuates comparison with other premiere sneakers in the circuit, including LaMelo Ball’s Puma MB.02, Luka Doncic’s Jordan Luka 1, Ja Morant’s Nike Ja 1, and LeBron James’ Nike Air Zoom Generation.
Various brands and featured athletes retorted against Edwards’ punchlines.
adidas CEO Bjørn Gulden vs. Jordan Brand Chairman Larry Miller
A short period afterward, during the Footwear News Achievement Awards, adidas’ chief Bjørn Gulden threw down the gauntlet at Nike with a “watch out” announcement, indicating more was in store.
Jordan Label’s leader Larry Miller retorted later that day, accepting the challenge with gusto.
Jordan Brand Chairman Larry Miller said he standing on business too! 😳🍿
“I want to say to the brands and folks that called us out earlier: Bring it on. We’re ready for you.”
December brought an exclusive with Nice Kicks where Edwards expressed his desire for seasoned Nike endorser Kevin Durant to don the adidas AE 1 for a matchup.
Durant was fast to decline on X, stating bluntly that we wouldn’t catch him “in those whatsoever,” amplifying the friction between adidas and Nike on the basketball court.
Shortly after, adidas posted a retort on X that read “u dusty gonna hang it up soon anyway” but the post was swiftly deleted.
The rivalry’s flame flickered on as Benjamin Nethongkome, Nike Basketball’s shoe designer who shapes KD’s line alongside collections for Ja Morant, Devin Booker, Sabrina Ionescu, and the preceding Nike Kyrie collection, threw in his two cents with a chuckle emoji on Instagram stories.
The Offensive of adidas AE 1
Although performance basketball ceased to reign over sneaker trends and casual vogue since the 2010s mid-period, the AE 1 by adidas turned the tables with its fresh aesthetic and hues, propelling the signature sneaker beyond mere arena confines.
Edwards’ highlight-reel-worthy dunks in these sneakers underscored their appeal.
And as a testament to its credibility, the AE 1 graced the feet of Wale not merely once, embellishing its standing in the scene.
(C)Ant Billboard
Prior to the Western Conference Finals (where the Minnesota Timberwolves were defeated by the Dallas Mavericks), adidas unfurled its (C)Ant billboard, aimed at all those doubting the hype.
Receipts
Following the Timberwolves’ postseason departure, adidas presented their latest commercial starring Edwards dramatically reciting the derogatory remarks thrown his way.
It eventually got heated between Ant and Cam’Ron, following Cam’Ron’s receipt saying “To me, he’s an All-Star, but not a superstar, yet,” prompting Edwards to exclaim, “[f]*** buddy.”
The Dipset rapper retorted initially through a freestyle and intensified his counter by shining a light on adidas for their role in Kevin Ware’s horrific 2013 March Madness injury.
Jayson Tatum’s Billboard
When Jayson Tatum and the Boston Celtics triumphed in the NBA Finals, Jordan Brand disclosed their endorsement for their star with an advertisement stating: “Don’t Stop Disbelieving.”
There was conjecture whether it served as a barb at adidas’ “Believe That” catchphrase used for the adidas AE 1. Some argued it was plain to see, while others suggested it was grasping at straws.
Still, poetic insinuation nearly became clear cut as Jordan Brand’s promotional reel for their advert initiated with the overlaying of an ostensibly orange outdoor ad sign prior to positioning Tatum’s promotion.
Official Release Date for the Jordan Tatum 3 “Zen”
jordan-tatum-3-zen-fz6598-001-release-date-3jpg
The Boston Celtics’ season is unfolding just as they had envisioned, with only one loss to report and a striking 30 points per game average from their star player, Jayson Tatum.
After a more eventful off-season than what championship teams typically endure, Tatum and his Boston teammates have skillfully tuned out distractions, staying focused on their goal of repeating their success early in the season. In line with this theme, the upcoming #0 Jordan Tatum 3 is about to launch a “Zen” colorway that embodies this same sense of tranquility.
The motif of serenity has been a consistent element in Jayson Tatum’s sneaker line, especially highlighted by the “Vortex” version of the Tatum 2, which explicitly connects to this theme: our previous coverage noted that the design reflects Tatum’s calm demeanor, reminiscent of the peacefulness found in a vortex above water.
While this new model opts for a more subdued color palette, its execution remains true to that original concept; the graceful cut-outs in the upper design resemble calm waters, serving as a guiding inspiration throughout Tatum’s signature collection.
As mentioned earlier, the Jordan Tatum 3 “Zen” is set to launch on November 14th via Nike.com, available in sizes for the whole family. The adult versions will be priced at $125.
For a closer look at this appealing colorway, check out the official images below, and make sure to keep an eye on our Sneakers page for updates.
Jason Kelce’s Field Goal Attempt In Timberlands Will End In A $100,000 Donation
This Saturday, November 2nd, Jason Kelce will take on a field goal challenge while wearing Wheat Timbs during the ESPN College GameDay broadcast of the highly anticipated Penn State vs. Ohio State matchup. The idea for this challenge originated when college student Daniel Villasenor successfully kicked a field goal in Vans checkerboard slip-ons, winning an impressive $100,000 earlier in October.
Initially discussed on the Kelce brothers’ New Heights podcast with special guest Pat McAfee, this lighthearted challenge quickly evolved into a real event. The NFL legend, Jason Kelce, is set to attempt scoring three points while donning the famous Wheat Timberlands.
In an exciting twist, VF Corp — the parent company of both Vans and Timberland — has stepped in with a generous $100,000 commitment to the charity Soles4Souls, aimed at supporting hurricane relief efforts. Fortunately for Jason, VF Corp has assured that the funds will be donated regardless of whether his kick is successful or not.
Make sure to tune in to ESPN College GameDay on November 2nd, 2024, to witness this unique field goal attempt for yourself!
