Hawks' Trae Young linked to legend in notable potential business venture

Trae Young’s brand contract with adidas officially expired on October 1, but news about the brand’s lack of plans to continue the partnership circulated in September.

Young’s shoe was highly popular when it first debuted. But interest – and presumably sales – have diminished in recent years. Not coincidentally, the Hawks have taken steps backward in each of the past two seasons.

However, what seemed like a step back for Young’s brand could be a launching point.

A report from Boardroom.tv shared by HoopsHype links Young to a potential deal with Hall of Famer Michael Jordan’s namesake brand.

“Conversely, one of [adidas’] four signature athletes from last year, Hawks point guard Trae Young, is currently out of contract after his Oct. 1 expiration date. A renewal is unlikely, according to sources. Already, both ANTA and Jordan Brand have expressed interest in landing the 25-point and 10-assist ATL staple, though each brand is unlikely to include a signature shoe in eventual offers.”

The Jordan Brand is the second-ranked shoe brand, checking in behind only its parent company Nike with an 11% market share, per Boardroom’s Sam Dunn. That is 2% greater than adidas’ market share.

While a potential deal may not include a shoe, one could still come later.

Jordan Brand’s interest is good for Young, not only because it could raise his profile but also because it creates a (small) bidding war. 

Young was spotted rocking ANTA’s during the Hawks’ first training camp practice, catching the attention of Kicks’ Pat Benson. Benson noted Young’s ties to the brand’s face.

Dallas Mavericks star Kyrie Irving.

Trae Young's respect for Kyrie Irving could pave way to shoe deal for Hawks star

“It is no mistake that Young chose to wear ANTA. Dallas Mavericks point guard Kyrie Irving signed a five-year contract with the Chinese sportswear brand in 2023. The partnership made Irving the Chief Creative Officer of ANTA Basketball,” Benson wrote on October 2.

“Young greatly respects Irving and recognizes the potential to follow in his mentor's footsteps through the sneaker industry. ANTA has plenty of athletes, but not many NBA All-Stars on its basketball roster. Young would be the second-most important NBA player to sign with ANTA and immediately expand his brand across the globe.”

Benson expects Young to continue wearing his adidas model during the season. But the 26-year-old, three-time All-Star is primed to capitalize on what comes next.

The Hawks’ offseason moves, however intentional, complement Young well.

They added length and defense, two things the Hawks star lacks. The question will be whether or not the offensive burden will be too great – which is somewhat alleviated by the presence of Jalen Johnson and Bogdan Bogdanovic – and if it all leads to wins.