Hoop dreams: Adidas aims to 'Foster' its basketball game

Adidas might function as the official apparel provider for the NBA, but in regards to basketball shoes, Nike still commands. Adidas is working hard to alter that. On Sunday, the German footwear and clothing maker announced that it's bringing its advanced Boost technology in its running shoes to basketball. "It's comprised of a very different kind of foam to help optimize energy yield and responsiveness," said Chris Grancio, head of Global Bas womens nike free.etball sports promotion for Adidas. Introduced to the running world in 2013, Boost technology has thousands of capsules that provide players with soft, lightweight cushioning, Adidas says. "I broke my foot in faculty, so being able to have a comfortable shoe that is light and also supportive, that's really helpful with how the game is played," Damian Lillard, the Portland Trailblazers All-Star Point Guard told CNBC. At merely 11.6 ounces, the Crazylight Boost is Adidas' latest attempt to take on Nike, which continues to control the NBA. "The general tendency in the industry is players going lighter and lighter," Grancio said. Despite the new shoe, Adidas has a steep road to scale. The firm has just 3 percent retail market share in basketball, compared with Jordan Brands' (owned by Nike) 58 percent and Nike's 38 percent in 2014, based on SportsOneSource. "The class is really dominated by Nike. It is very hard for a smaller brand to get room on the ledge," said Matt Powell, an analyst from SportsOneSource. Basketball footwear continues to be a bright spot for the industry, as sales have grown 20 percent year -to- date when the entire footwear market is down. During that same time, Adidas has struggled, with its basketball shoe sales. One important reason behind the decline?Chicago nike free run light green.ulls star Derrick Rose. Adidas' greatest paid NBA athlete has been sidelined by knee injuries for much of the past two seasons. Rose signed a 13-year deal with Adidas reported to be worth more than $185 million. Shoe sales for Rose last year were according to SportsOneSource, a figure that pales in comparison to the $300 million last year Lebron James pulled in for Nike. Adidas is not merely making moves with its footwear and technology, nonetheless nike free run 3 uk. The firm has also ramped up its signing of high-profile endorsers, by inking deals with four of the top six NBA Draft picks, including Andrew Wiggins, the No. 1 pick by the Cleveland Cavaliers. "We're very bullish these signings will help us grow the basketball company," Grancio said. "Rose certainly are putting lots of energy into basketball," said Powell, but he pointed out that Adidas didn't sign any of the players for big money up front. Wiggins' deal is reported to pay at least $2 million per annum. Will the new signing and technology be enough for Adidas to compete in basketball footwear in the NBA versus Nike? Maybe not yet. "It's not a game changer," Powell said. "Hike has been well received in the functioning category, but we'll need to wait and see if it can translate in basketball." ?By CNBC's Jessica Golden