The basketball world witnessed one of its most consequential business decisions when Michael Jordan selected Nike over Adidas ...

Staksrud had stopped using Adidas paddles at the Mesa Cup in February, although he continued to wear Adidas apparel. Most ...

Michael Jordan said he promised Adidas he'd sign if they matched or exceeded Nike's offer: "They couldn't even come close" ...

Gout Gout didn't realise the impact he had had on the world of athletics until his agent told him about a life-changing ...

How Nike's Air Jordan line forever changed the landscape of sports marketing, creating a template for athlete-brand partnerships.

With Cooper Flagg, Shedeur Sanders and Travis Hunter off to the pros, here are the 25 athletes with the highest NIL ...

Shaquille O'Neal, president of Reebok Basketball, was forced to change his initial plans of signing big names due to budget constraints.

Lionel Messi and American star quarterback Patrick Mahomes, against each other in its latest campaign film under the "You got ...

Anthony Edwards continues to rise in popularity as one of the NBA's main attractions, thanks to his on-court performances. He ...

Dwight Howard has never gotten the respect he deserves from fans, but it turns out that extended to shoe executives as well.

Shaq is leading a new era for the Reebok brand that bet on him in the 1990s. His leadership is highlighted in the Netflix ...