• Loading stock data...
Sunday, November 10, 2024
DEADLINE EXTENDED: The Best Employers in Sports survey is now open through Nov. 13 Learn More

Candace Parker Joins Shaq, Iverson in Court-to-Sneaker Boardroom Pipeline

  • Parker will oversee Adidas’s women’s basketball product line as president.
  • She joins O’Neal and Iverson as major names with similar titles at sneaker companies.
Mark J. Rebilas-USA TODAY Sports

Just 10 days after retiring, Candace Parker has a new job. 

After ending a legendary career in the WNBA, Parker was announced as the president of women’s basketball for Adidas. Parker was the first woman to receive a signature shoe with the company in 2010. 

Parker’s impressive-sounding title is part of a trend of companies putting athletes in director-level positions. Shaquille O’Neal was named president of Reebok basketball in October with Allen Iverson joining him as vice president and while actively playing, in April, Thunder star Shai Gilgeous-Alexander was named creative director of Converse Basketball, which is owned by Nike. 

Just like Parker, O’Neal, Iverson, and Gilgeous-Alexander have long-standing ties to the sneaker company they now help operate. 

“From high school to college to playing pro to now, this appointment by Adidas symbolizes a shared commitment to making impactful change and setting new benchmarks for the future of women’s sports,” Parker said in the release.

“It is a trend that is long overdue,” said Dave Wakeman, a strategy consultant to professional sports teams and leagues. “For somebody like Adidas, it’s a great way to establish themselves outside of soccer, including football, because they have struggled for the last decade or so to be relevant outside of soccer and Europe.”

O’Neal has already started building Reebok, using his connections at LSU, his alma mater, to land WNBA rookie Angel Reese, who said she considers him to be a father figure. Parker, meanwhile, inherits an Adidas roster that currently has WNBA and college standouts such as Aliyah Boston, Hailey Van Lith, Kahleah Copper, Aaliyah Edwards, Chelsea Gray, Betnijah Laney, Alysha Clark, and sisters Nneka and Chiney Ogwumike.

Parker, 38, won two college titles while at Tennessee and three WNBA titles with three different teams in a decorated 16-year pro career.

Though Nike owns Converse, the brand that made Gilgeous-Alexander its creative director, don’t expect the biggest name in basketball sneakers to necessarily follow the trend with its main line. The Swoosh already has Michael Jordan, the godfather to the sneaker industry, along with selling giants such as LeBron James and Kevin Durant, and it just signed Caitlin Clark to a signature shoe deal.

Because Nike owns the lion’s share of the basketball sneaker space—roughly 44% in 2023—defining success for the smaller brands such as Reebok and Adidas likely won’t come through sales, at least not immediately.  

“Adidas or Converse, they can’t necessarily measure their success against what Nike’s doing,” Wakeman said. “Because of that, Nike’s going to have a different strategy than they are. One of the big issues that they probably are going to look at is just overall top of mind.  That seems to be one of the things that Adidas has struggled with in the States is that they, do they come to mind in the buying situation? And a lot of times the numbers would indicate that that may not be the case.”

While landing Reese was an early success for O’Neal, he’s been on the job for roughly six months, which is why it’s too early to gauge his prospects or outlook at getting Reebok back in the sneaker game. Similarly, Gilgeous-Alexander has been busy playing since his new Converse deal was announced in April.

“But if you just look at it as, you know, are they selling more sneakers, that might give you a false impression of the success or failure of what they’re doing,” Wakeman said. “You can do all kinds of things that can bounce your numbers for a quarter or two. But the long-term thing, success is something like this.”

In her new role, Parker will be overseeing Adidas’s product lines for women’s basketball. Wakeman said he will be watching to see how Parker’s role evolves, if it does, and how her products stand out compared to what Adidas is already offering. 

“Does it stay consistent with the Adidas brand? Do you see the Adidas brand sort of shifting or being modified a little bit to make, you know, make the differentiation between Adidas and Nike clearer?”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Bucks Limited by Salary Cap Woes Amid Early-Season Struggles

Milwaukee is one of four teams above the NBA’s second apron this season.

Why 23-Year-Old Phenom Roki Sasaki Will Be MLB’s Biggest Bargain

The star pitcher’s youth and talent make him highly coveted by all 30 teams.
Former President Donald Trump waves to the crowd as he exits the putting green with his aide Walt Nauta, left, during the final round of the LIV Golf Bedminster golf tournament at Trump National Bedminster on Sunday, Aug. 13, 2023.
opinion

Trump Win Puts Sports Back in the White House

With Trump back in the White House, sports get more political again.
Vanderbilt Commodores quarterback Diego Pavia (2) throws the ball as Auburn Tigers take on Vanderbilt Commodores at Jordan-Hare Stadium in Auburn, Ala., on Saturday, Nov. 2, 2024. Vanderbilt Commodores defeated Auburn Tigers 17-7.

Vandy QB Pavia Sues NCAA for 2 More Years of Eligibility

Diego Pavia beat Alabama. Can he beat the NCAA’s eligibility rules?
podcast thumbnail mobile
Front Office Sports Today

First College Football Playoff Rankings Mark New Era

0:00

Featured Today

Members of the NY Giants run onto the field to start the game between the New York Giants and the Washington Commanders at MetLife Stadium in East Rutherford on Sunday, Nov. 3, 2024.

The NFL Is Becoming the League With No Borders

Where will the NFL go next? International expansion will only get bigger.
November 5, 2024

NFL Center Connor McGovern Is the Heir to a Potato Empire

The NFL vet’s family provides potatoes for McDonald’s, Wendy’s, and others.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion
November 2, 2024

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.
November 1, 2024

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.
August 16, 2024

Mets Bring Back Grimace in Latest Viral Gambit

Viral marketing is typical for the 2024 Mets, who have leaned in.
August 15, 2024

Saudis Make North American Soccer Inroads With Concacaf Deal

It’s PIF’s first North American soccer investment.
August 9, 2024

Are Track & Field Heading for a Divorce?

Money is rushing into running, but not jumping or throwing.