James Harden has yet to practice with the Houston Rockets ahead of the 2020-21 NBA season, but he has publicly committed to another organization: smart home air diffuser company Pura.
In addition to an undisclosed investment, Harden will serve as creative director for Pura and help grow brand awareness.
The company, founded in 2018, sells a $44 fragrance diffuser that lets users control their home scent from a smartphone.
The aromatherapy diffuser market is projected to be worth $3.22 billion by 2027, according to Grand View Research. The smart home appliances market could reach $92.72 billion.
Athletes Invested in Smart Technology:
- NBA Hall of Famer Shaquille O’Neal invested in Ring in 2016. Amazon acquired the doorbell and security company for $1 billion in 2018.
- Connected fitness company Tonal’s recent $110 million raise included NBA MVP Steph Curry, golfer Michelle Wie and NFL player Bobby Wagner.
Other investments in Harden’s portfolio: sports drink BodyArmor, skin-care brand Art of Sport and sock company Stance.
Harden is linked to multiple teams in trade talks this offseason, including the Brooklyn Nets, Miami Heat, Milwaukee Bucks and Philadelphia 76ers.