Candace Parker is stepping into a decisive new role as the President of adidas Women’s Basketball. This transition comes shortly after the basketball icon announced her retirement from a celebrated 16-season career in the WNBA. Parker's new position marks a significant chapter in her journey, emphasizing her commitment to shaping the future of women’s sports, particularly basketball.
Recently, at an event in Los Angeles, Parker spoke about her thoughtful decision to retire, which was influenced by a foot injury and a realization that she could no longer perform at her peak. This revelation led her to deepen her longstanding relationship with adidas. According to a detailed report by Fast Company, which first broke the news, Parker has been integral to adidas since her early days, even before her professional debut.
The stakes are high for both Parker and adidas, as they aim to capture more ground in the rapidly expanding domain of women’s basketball. adidas sees this as a prime opportunity for growth, with Parker at the helm to oversee new product development, branding, and athlete partnerships. Her role will be comprehensive, involving day-to-day operations and strategic decisions aimed at speaking directly to female basketball consumers.
Parker’s association with adidas began in 2008 and has since grown significantly. She became the first woman to receive a signature shoe from adidas and developed multiple collections with the brand. Her efforts have showcased her on-court prowess and ability to influence off the court, including mentoring up-and-coming athletes through adidas’ NIL-sponsored programs.
Her ambitions are not just confined to producing innovative sports products. Parker also aims to influence the lifestyle segment, leveraging the visibility of WNBA players to enhance adidas’ offerings. She is particularly excited about initiatives prioritizing designs tailored for women, countering the industry’s traditional focus on male-centric products.
Eric Wise, who leads adidas’ global basketball business, emphasized Parker’s critical role in shaping the brand’s strategy for women’s basketball. This role involves everything from product lines to grassroots initiatives, aiming to build a strong connection with the female audience.
Parker’s involvement in women’s sports extends beyond basketball. She is an active investor in women’s sports teams, a commentator, and an advisor to an investment group focused on sports. Her comprehensive approach to her new role at adidas reflects her broader commitment to advancing women’s sports on multiple fronts.
Before this announcement, images of adidas’ latest women’s performance basketball model, the adidas Exhibit Select 2.0, emerged. We are likely to see more inline performance collections from The Three Stripes and signature sneakers from WNBA talent. Last year, 1st overall WNBA Draft pick Aliyah Boston signed with adidas, who joined other talent like Chelsea Gray, Kahleah Copper, Layshia Clarendon, and more.
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