Groundbreaking Appointment
Basketball legend Candace Parker has been appointed as the first-ever president of Adidas women’s basketball. This groundbreaking move marks a significant step forward for the brand in its commitment to the rapidly growing women’s basketball market.
Parker, who recently announced her retirement from the WNBA after a legendary 16-season career, will oversee Adidas’ strategy for the women’s basketball category. Her responsibilities will include product development, branding, athlete partnerships, and grassroots growth initiatives.
“I’m excited about what the future holds on this side of things, because I’m so passionate about growing the game of basketball,” Parker said.
Adidas’ Commitment to Women’s Basketball
Eric Wise, the global head of Adidas’ basketball business, emphasized Parker’s pivotal role in shaping the brand’s approach to the women’s basketball consumer. He stated:
“Candace will be part of the day-to-day business, influencing our strategy overall for the women’s part of the category, including shoes, apparel, potential athlete partners, and how we actually speak to the women’s basketball consumer.”
Adidas recognizes the immense potential in the women’s basketball market, with the recent NCAA Women’s Final averaging more viewers than the men’s final.
Addressing Industry Challenges
One of the significant challenges Parker aims to tackle is the lack of women-specific basketball shoes. According to industry analyst Matt Powell, less than 5% of basketball shoes are designed with women in mind. Parker plans to push Adidas to develop products designed for women first.
“Women have been wearing men’s sneakers, but it’s good business for women players to have stuff made specifically for us,” Parker said.
A Versatile Career
Parker’s appointment builds upon her multifaceted career and long-standing partnership with Adidas. She was the first woman to receive a signature shoe from the brand and has created several collections, including performance sneakers and apparel.
Her on-court achievements, including being the first and only player to be named WNBA MVP as a rookie, solidify her as one of the greatest and most versatile players of all time.
Investing in Women’s Sports
Parker’s new role aligns with her broader advocacy for investing in women’s sports. As an advisor to global investment group Avenue Capital Group, she actively seeks opportunities in the growing women’s sports sector.
“I think all of us as brands are still trying to figure out how to make sure that we’re delivering on the needs of our female athletes. The race is on, and we’re all competitors. We’re excited for the challenge,” Wise said.
