Jordan Brand Takes Shot at adidas and Anthony Edwards in New Jayson Tatum Ad

Jordan Brand has fired back at adidas and Anthony Edwards in their latest ad celebrating Jayson Tatum and the Boston Celtics' 18th NBA Championship victory, clinched just last night in Boston. The advertisement, while primarily a tribute to Tatum's stellar performance and the Celtics' historic win, cleverly includes a visual jab aimed at Edwards, whose signature sneaker, the adidas AE 1, has quickly become one of the most popular and talked-about basketball models on the market since its launch in December last year.

Anthony Edwards has quickly made a name for himself not just on the court but in the sneaker world, with the AE 1 gaining acclaim as one of the best releases of the past year. adidas capitalized on this success with a series of bold social media campaigns featuring Edwards throwing shade at rival brands, including Nike's LeBron James, Jordan Brand's Jayson Tatum, and Puma's LaMelo Ball.

The sneaker rivalry escalated when a video surfaced on Twitter of Edwards discussing which NBA players he wanted to see in his shoes. He humorously suggested that Kevin Durant, a lifelong Nike athlete, should switch to wearing his sneakers. This prompted a swift retort from Durant on social media, sparking further jabs from the official adidas account, thus fanning the flames of competition between the brands.

Jordan Brand's latest move in the ongoing sneaker war is a billboard in the ad. A vibrant orange hue from the previous advert can be seen in the corner of the billboard, directly referencing the orange tones used in Anthony Edwards' marketing campaigns. This hue is reminiscent of an earlier adidas billboard featured in an ad spot with the phrase "Can't!" hosting a slash through the "C," a nod to Edwards' nickname, "Ant." According to Complex, this color placement is no accident but a deliberate effort to throw shade at Edwards and adidas.

As Jayson Tatum basks in the glory of his championship win, the sneaker world watches closely, eager to see the next move in this ongoing battle of brands. Will adidas and Edwards respond? Only time will tell, but one thing is certain: the competition is far from over, and the sneaker game just got a whole lot more interesting. For more updates on the situation, and the latest news in the sneaker and streetwear world, download the Sole Retriever mobile app.

Nicholas Vlahos

Sneakerhead from South Florida who turned his passion into a career. When not writing for Sole Retriever, I enjoy watching films and discovering music. Follow me on Letterboxd @nickvlah For tips, reviews, or any shoes in a size 13, email nick@soleretriever.com