Joakim Noah is trading in Le Coq Sportif’s rooster for 3-Stripes. The 28-year old Bulls center has signed a contract with adidas, officially parting ways with the French sportswear brand he had endorsed since 2007, and will wear the adidas Crazyquick shoe to begin the 2013-14 NBA season.
CounterKicks has learned from our sources at adidas that Noah signed his adidas deal weeks ago but that any announcement of the partnership was delayed due to legal paperwork and the necessity of allowing the clock on his Le Coq Sportif contract to run out. Noah’s contract with Le Coq Sportif was not terminated early to facilitate his move to adidas. He simply decided not to re-sign with the brand and instead switch his endorsement to adidas.
Sources from adidas and Nike tell CounterKicks that both companies bid to secure Noah’s endorsement as his Le Coq Sportif contract expired. While Noah’s unfailing loyalty to Le Coq Sportif both on and off the court was a boon for the company throughout his contract term, it wasn’t to be taken for granted. Noah battled plantar fasciitis throughout the 2013 season and was even seen wearing a pair of Nike running shoes off the court, stirring whispers about an impending brand switch to the Swoosh. In the end, it appears adidas’ international appeal and huge stake in Bulls teammate Derrick Rose provided Noah with an intriguing opportunity to step in a new footwear direction, as well as broaden his visibility. Fellow Bulls players Jimmy Butler, Marquis Teague, and Taj Gibson are also already among the dozens of NBA players who regularly choose adidas Basketball footwear for game play.
It is unclear exactly when Noah will make his in-game debut in the adidas Crazyquick. He will miss Chicago’s preseason opener against the Pacers in Indianapolis on Saturday to nurse a sore groin, an injury tweaked by slipping on a wet spot on the court during practice this week. As reported by Aggrey Sam of CSN Chicago, Noah acknowledged that he “probably won’t play for the first couple of presesason games.”