Every so often, a superstar athlete makes headlines with the announcement of a lifetime endorsement deal with a major brand, be it Nike, Adidas or Puma. Though it’s a rare occurrence, several talented athletes have now entered into this type of commitment.
When thinking about long-term endorsements, Michael Jordan’s enduring relationship with Nike is perhaps the first athlete-brand partnership to come to mind. In 1984, a then 21-year-old Jordan signed with Nike in his rookie NBA year, and the Jordan Brand imprint was launched in 1997. The collaboration brought Nike to all new heights and significantly influenced the sneaker business.
Subsequent generations have brought about a few more athletes deemed worthy of exceptionally long-lasting endorsements, from four-time NBA championship winner LeBron James to World Cup winner Cristiano Ronaldo, both of whom are signed to Nike with lifetime deals.
Read about these endorsements and more lifetime contracts with other athletic giants below.
Damian Lillard — Adidas
Milwaukee Bucks’ point guard Damian Lillard is one of the latest athletes to receive a lifetime contract, with the news just breaking in December 2024. The NBA star reportedly extended his contract with Adidas, the company he has been in partnership with since he was drafted in 2012. His ninth signature sneaker with the brand, the Dame 9, was released in 2024.
Cristiano Ronaldo — Nike
It was revealed in 2016 that soccer superstar Cristiano Ronaldo had extended his deal with Nike to last a lifetime — and it’s reportedly a deal worth $1 billion. The forward first inked a contract with Nike in 2003 when he was 18 years old and the partnership has included the brand’s CR7 collection.
LeBron James — Nike
12 years into LeBron James’ relationship with Nike, it was announced in 2015 that the NBA legend signed a lifetime contract with the brand, a deal estimated to be worth about $1 billion. He was at the time playing for the Cleveland Cavaliers and fresh off the release of the LeBron 13. Now he’s playing alongside his son LeBron “Bronny” James, Jr. on the Los Angeles Lakers and is set to wear the Nike LeBron 22 “Xmas” sneakers on Christmas Day in a game against the Golden State Warriors.
Walt “Clyde” Frazier — Puma
Walt “Clyde” Frazier, NBA Hall of Famer and current MSG Networks analyst, first signed with Puma more than 40 years ago. The famous suede Puma Clyde sneaker was released in the 1970s and the shoe returned to the market decades later in 2018, with Frazier signing a lifetime deal with the company that same year. He told FN in 2022, “I like bright colors — yellow, green, blue, red. Right now, Puma also has the [LaMelo] Ball style [MB.01], which is a very creative shoe with colors. I watch a lot of his different colors that they bring out. I like anything with pizzazz. I disdain the mundane. I want something with color.”
Kevin Durant — Nike
In 2023, Kevin Durant, who has two NBA rings, announced a lifetime contract with Nike; he originally signed with the brand in 2007 as a rookie in the league. In 2024, his releases with the Swoosh included personal tributes to family members: one for his mother and a re-release of a shoe for his late Aunt Pearl.
