A new partnership puts creators, community, and the culture of hoops at center court.

Adidas Basketball is stepping deeper into the cultural pulse of the game, announcing a new partnership with Club 520—the fast-rising podcast that’s become appointment listening for anyone who cares about the intersection of hoops, humor, and real storytelling. As part of the collaboration, adidas becomes the show’s exclusive apparel and footwear partner, marking a strategic alignment between a heritage brand and one of the freshest voices in basketball media.

Hosted by former NBA guard Jeff Teague, alongside DJ Wells and Brandon Hendricks, Club 520 has carved out a lane of its own with its loose, comedic, and often unfiltered conversations. It’s basketball talk with lived-in authenticity—exactly the space adidas is looking to champion as it gears up for the launch of James Harden’s tenth signature sneaker, a landmark moment for both the brand and one of the game’s most creative scorers.

The podcast’s rise has been meteoric. Since joining The Volume in late 2023, Club 520 has surged from 35,000 YouTube subscribers to more than 760,000, generating 200 million views on YouTube and 150 million social impressions in 2025 alone. The Volume has already extended its relationship with the show through 2028, and the addition of adidas only cements Club 520’s status as one of the most influential and fast-growing platforms in sports culture.

For Teague and his co-hosts, the partnership is both a validation and an expansion of the show’s mission.

“Linking up with adidas Basketball is a huge moment for Club 520,” Teague says. “We’re always looking to bring real hoop stories and culture to our audience, and now we get to do that with a brand that’s been part of the game forever.”

Adidas echoes that sentiment.

“Club 520 has become one of the most authentic and influential voices in basketball culture,” says Max Staiger, Global General Manager of adidas Basketball. “Their storytelling, humor, and connection to the community embody everything we strive for. Teaming up with them, especially as we celebrate the launch of Harden Vol. 10, allows us to communicate directly with our fans in a whole new way.”

Together, adidas Basketball and Club 520 are aiming for more than product placement. The partnership is a commitment to elevating the creators, communities, and cultural narratives that make basketball far more than a game. It’s a collaboration grounded in storytelling—and in the belief that the most powerful voices in sports today aren’t just on the court, but behind the mic.

adidas Basketball

IG: @adidasbasketball / @adidas

X/Twitter: @adidashoops / @adidas