In a moment of rare brand bravado, Adidas didn’t miss its opportunity to strike a blow at its longtime rival, Nike – and the target couldn’t have been bigger.
Just hours after the Minnesota Timberwolves knocked the Los Angeles Lakers out of the playoffs in five games, a post from Adidas highlighted Anthony Edwards with the caption: “The King Slayer.”
The phrase, of course, was a not-so-subtle jab at LeBron James, who has been known as “King James” since his high school days. James, now 40, has a lifetime deal with Nike reportedly worth over $1 billion, which nets him an estimated $32 million annually.
But in this moment, the German sportswear giant basked in its triumph, as Edwards – its newest and brightest basketball ambassador – eliminated the King from championship contention.
In the graphic, Edwards is seen flashing his signature Spider-Man gesture after burying a three-pointer – one of his league-leading 320 made threes this season – while debuting the “Metallic Grey” AE 1 Low, part of his custom sneaker line with Adidas.
A new sneaker face rises
Edwards‘ performance in the series, especially in the closeout Game 5, cemented his status as one of the league’s rising stars.
But while Edwards impressed with his consistency and swagger, it was Rudy Gobert who delivered a knockout punch – racking up a stunning 27 points and 24 rebounds to seal the series for the Timberwolves.
Despite the savage marketing swipe, Edwards showed respect for the four-time champion after the game. “We beat the best player in the world… the best player ever,” he said. But on social media, Adidas wasn’t in a gracious mood.
With Michael Jordan still considered the undisputed GOAT both on the court and in the sneaker world thanks to the global dominance of the Jordan Brand, LeBron’s crown is now up for debate.
Jordan has long been king in the marketplace, and now Edwards – just 23 and already with a major playoff win under his belt – is making his own mark.
LeBron’s Lakers future remains uncertain after yet another postseason disappointment. Whether or not he returns next season, one thing is clear: Adidas has planted its flag – and for at least one series, its man took the crown.
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