Damian Lillard Inks Lifetime Deal with adidas

Set your clocks – it’s Dame Time! Fresh off his win with the Milwaukee Bucks at the NBA Cup, Damian Lillard has signed a lifetime deal with adidas, becoming only the fourth active NBA player to secure such an endorsement. Lillard, now on the ninth iteration of his signature shoes, first signed a multi-year deal with adidas when he entered the NBA as the sixth overall pick in the 2012 draft. In 2014, he renegotiated, securing a 10-year deal reportedly valued at up to $100 million. According to ESPN’s Shams Charania, Lillard’s new deal boosts his career salary from on-court performance and sneaker contracts to over $600 million.

After securing one of the most lucrative contracts and shoe deals in the league, Lillard revealed that he would use his recent NBA Cup prize money to help support the grassroots Milwaukee crew.

‘I've been doing this a long time, so when I get it, I ain't gonna just blow it or go crazy. It'll probably go to the support staff, our training staff. The people who come in every day, all day, when we get to go home and try to do something to support them,’ he told reports after the win.

Lillard now joins LeBron James, Kevin Durant (both at Nike) and Stephen Curry (Under Armour) as the only active NBA players with lifetime shoe endorsement contracts. Early this year, adidas announced that they named the gymnasium court at the company’s headquarters after Lillard.

For more on the NBA, make sure to check out the biggest sneaker storylines this season!