“Nothing is ever impossible.” This mantra has defined Candace Parker throughout her career, from making history as the first woman to dunk in an NCAA tournament to becoming President of Adidas women’s basketball. She’s always been ahead of the game, whether on the basketball court or in her business ventures. But while the 3x WNBA champ has made a career out of defying the odds, there’s one rule she’s never willing to break.

In an episode of The Deal podcast, Parker jokingly revealed her one strict household rule: “Don’t come in my house with Nikes,” she shared with Alex Rodriguez and Jason Kelly. The humor behind her words bellies the deep-rooted partnership she shares with Adidas. “And so I think it became when it becomes a partnership and a collaboration where you feel heard, you’re trying to really genuinely enjoy the brand. Like everybody knows in my house, don’t come in my house with Nikes.”

Although Parker officially got into a contract with Adidas in 2008, her connection to the company goes all the way back to 2003, when the $42 billion brand sponsored her high school basketball team. This investment by Adidas marked the start of a close partnership with Parker that now sees her step into being a President of women’s basketball at Adidas. Therefore, its no wonder, as her partnership with adidas feels almost like kinship to her.

“Don’t come in my house. Leave the Nikes at the door. It’s a joke. Yeah, it’s a joke in my house. And it’s been amazing to have a partnership with them and to grow through all phases of life. And I think now sitting as Adidas Women’s Basketball’s President, I feel like a responsibility. It’s an ownership. It’s a part of me. I feel part of the brand. And I’m trying to grow it from a different vantage point,” she added on the podcast.

Certainly, Parker’s connection with the brand is more than just a professional arrangement—it’s personal. The future Hall-of-Famer retired from the WNBA in April 2024 after 16 seasons, due to a foot injury that almost kept her from playing at her peak level. In these years, she achieved 3 championships, 7 All-Star appearances, and an MVP award.

Hence, for Parker, stepping into her new role with Adidas felt like a natural next step. She had already been with the brand since 2008 and has watched it grow alongside her, from becoming the first woman to receive a signature Adidas shoe in 2010 to creating three collections and mentoring future stars.

Now, as Adidas Women’s Basketball President, she is poised to steer the brand toward even greater success. “I’ll be overseeing pretty much everything,” she told the Fast Company, as she became a part of Adidas’s branding strategy.

And she is ensuring that she improves the brand’s marketing by utilizing the increased unprecedented attention, that the WNBA Finals recently achieved in 2024. This situation has raised the stakes—for both Parker and Adidas.

Candace Parker leading the charge for women’s sports

Historically, most basketball shoes designed for women have been “pinked and shrinked”—basically, male shoes in smaller sizes. Adidas’s recent efforts to create women-specific shoes, like the Exhibit Select, mark a shift toward more tailored, functional products.

Candace also pitched in on this and stated, “We want to make sure we’re developing products for women first,” highlighting the glaring gap in the market when it comes to women’s basketball gear.

Parker’s vision for Adidas extends far beyond just basketball. In fact, she is acutely aware of the lack of investment in women’s sports, and she’s committed to changing that. “It takes money to make money,” she says, echoing the sentiment that brands must take risks to capitalize on the growing interest in women’s sports.

In fact, Parker’s, leadership as former player to recognize the untapped potential of women’s sports, will play an important role in Adidas’ conquest for the market. With the growing visibility of the WNBA and increasing brand partnerships, the future of women’s sports is looking brighter than ever. For Parker, the sky’s the limit. She’s ready to break new ground as an industry leader shaping the future of sports and business.