Hawks: Adidas makes telling decision regarding partnership with Trae Young

Trae Young continues to be one of the more polarizing players in the NBA.

A three-time All-Star and one-time All-NBA selection, Young’s deficiencies have been amplified by the Hawks’ general lack of team success during his tenure. That point came back to the forefront this offseason with the Dejounte Murray trade.

ESPN’s Brian Windhorst and Tim MacMahon said the Hawks would have dealt Young had there been a market for him.

The latest decision from adidas serves as some slight confirmation Young’s stock is down.

“Plans were for the Trae Young 4 to debut in September, but with no signs of a release from adidas, we expect his next sneaker to hit shelves before the year ends. However, sources have confirmed with Sole Retriever that the upcoming Trae Young 4 will be his last signature sneaker,” Sole Retriever’s Nicholas Vlahos wrote on September 13.

“With sources stating that this would be Trae's final signature sneaker with adidas, this doesn't necessarily mean we won't see an adidas sneaker from Trae Young in the future. The Three Stripes could go the same route Jordan Brand has taken with Russell Westbrook, who doesn't get any more mainline signature models but has just received a takedown sneaker, the One Take 5. Trae does have hish own budget model, the Trae Unlimited, which received its second version earlier this year.”

That adidas is not necessarily looking to move on from Young is a potentially positive sign. But with no confirmation of future plans after his last announcement one year ago, it is hard to argue against the elephant in the room for Young and the Hawks.

Trae Young, Hawks fighting narratives & recency bias

There is an increasingly negative perception of Young and what he can bring to the table when he is healthy.  That last part is an important caveat with Young coming off a career-low 54 appearances in 2023-24. 

He is still the same player who led the NBA in total assists twice and in total points once and led the Hawks to the Eastern Conference Finals.

Young’s shoe was also popular at its inception but has seen declining results.

“Young first signed a four-year deal with adidas in 2018 and then restructured the deal as part of a contract extension in 2020. Young's signature sneaker line has already dropped three installments, with a fourth coming later this year,” Kicks’ Pat Benson wrote on September 13.

“Young's first hoop shoe was a hit, dropping in several colorways that coincided with his All-NBA selection. However, the last two models have not been as popular with athletes and fans.”

Stats can help athletes attain popularity.

They must produce at the highest level after that to keep it, though, and the results have not been there for Young and the Hawks. Adidas’ decision is seemingly more confirmation that, despite having yet to turn 26 years old (September 19), Young’s stock is lower.

A bounce-back year statistically and, more importantly in the win column, should restore the cache that was once attached to his name.