adidas and Euroleague Basketball Celebrate 12-Year Partnership

Adidas and Euroleague Basketball have marked the 12th year of their partnership by launching a suite of basketball and cultural activations during the 2026 EuroLeague Final Four in Athens.

The collaboration aims to merge high-performance basketball with urban lifestyle trends, targeting both elite talent and the next generation of global basketball fans.

Commenting on launch, global general manager of adidas basketball, Max Staiger, said: “Our main drive is to be the basketball brand for the next generation, empowering the future superstars of the game today.”

“Our partnership with Euroleague Basketball reflects that vision and our shared commitment to pushing basketball culture into the future.

Adding his enthusiasm about the program launch, chief commercial officer at Euroleague Basketball, Gawain Davies, added: “What defines us at Euroleague Basketball is passion, growth, and the constant pursuit of new challenges.”

“I cannot imagine a better partner than adidas, whose shared values and common vision have been fundamental in shaping the future stars of basketball,” Davies said.

Athens Activation Hubs and Fan Engagement

The city of Athens has been transformed into a central basketball precinct, anchored by two primary activations:

• adidas Hoop District: The final stop of a global three-part series, this event showcases urban basketball culture, featuring four permanent teams captained by prominent content creators.
• FanZone at Zappeion: Functioning as the event’s community heart from 21–24 May, the Zappeion site integrates live entertainment, including DJ sets by Tropical and performances by artist Rack, with interactive fan challenges, photo booths, and customization stations.

Exclusive 2026 Final Four Capsule Collection

For the first time, adidas has released an official co-branded capsule collection in collaboration with Euroleague Basketball. The range blends basketball heritage with contemporary streetwear design, featuring team-specific graphics for the Final Four competitors: Olympiacos Piraeus, Valencia Basket, Real Madrid, and Fenerbahce Beko Istanbul. The collection is available at the Telekom Center arena merchandise stands, the Zappeion FanZone, and the flagship adidas Store at 44 Ermou Street.

Developing Future Elite Talent

The program places a heavy emphasis on developmental pathways, highlighted by the 24th edition of the NextGen EuroLeague Finals. Featuring eight of Europe’s premier junior clubs, the competition showcases top emerging prospects. The tournament format saw 12 group-stage games played at Sunel Arena between 21–23 May, with the championship decider scheduled for Sunday, 24 May, at the Telekom Center, serving as a curtain-raiser for the main EuroLeague Championship Game.

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