The connection to Houston will remain forever, but James Harden is already finding his footing within the local Brooklyn, New York, community that he’s called home for just a couple months now.
Beginning this week with the launch of his new white and black Harden Vol. 5 sneaker, Harden and Adidas are partnering with more than 25 local minority-owned businesses, displaying sneaker signage in storefronts and infusing cash and awareness into the local companies.
Rather than splash flashy billboards all around Brooklyn to promote the sneaker, the brand says, it is directing all of its budgeted media funds for the launch to the designated local businesses “to make a positive impact in difficult times.”
“Obviously, it’s a short window since I’ve been here, but I feel like myself and Adidas are going to try to make an impact and footprint on this beautiful city,” said Harden, “because Brooklyn deserves it.”
The financial impact is expected to be a windfall well into the six figures, with the signage featuring Harden’s portrait with text reading “I AM DIFFERENT” or “BKLYN IS DIFFERENT” in front window and door displays. The web of small businesses includes staples like Brooklyn Tea,…