Last week, Timberwolves All-Star Anthony Edwards created a viral moment with a one-handed slam dunk over Jazz forward John Collins, his signature AE 1 shoe making waves in the sneaker industry. Adidas sees enormous potential in Edwards, comparing him to Michael Jordan's impact on Nike. Edwards' Adidas deal was worth up to $260 million, with only 25 NBA players having a signature shoe. Nike fatigue could open doors for Adidas, which reported double-digit sales growth in basketball in 2023.

Gulden of Adidas is optimistic about 2024 after discontinuing Yeezy production. Experts see Edwards as a long-term ambassador for Adidas, projecting massive success similar to Jordan's line at Nike. This bright spot highlights Adidas' basketball growth, poised to challenge Nike's dominance in the signature sneaker market. The future looks promising for Edwards and Adidas in the lucrative world of athletic footwear.