Candace Parker's Next Move: From WNBA Legend to Leading Adidas Women's Basketball

Written By: Jackie Rae

Candace Parker's legacy in the WNBA is unparalleled. A two-time WNBA MVP and a two-time Olympic gold medalist, Parker has dominated the basketball court throughout her career. Notably, she is the only player in league history to win MVP and Rookie of the Year in the same season and is also the only WNBA player to win three championships with three different teams.

Parker's dedication to the game was evident from the start. As a relentless perfectionist, she vowed never to cheat the game. When injuries became frequent, Parker announced her retirement on social media, stating, "The competitor in me always wants 1 more, but it's time. My heart and body knew, but I needed to give my mind time to accept it." Although she has officially retired from the WNBA, Parker has paved the way for her future success.

Unlike most of her NBA counterparts, Parker's basketball earnings alone were not enough to secure her financial future. While LeBron James has amassed over $500 million during his NBA career, Parker's estimated WNBA earnings are just over $1 million for her 15 seasons in the league. However, her endorsement deals with Adidas, Gatorade, and NBA 2K bring in around $3 million annually. It's worth noting that Parker's athletic accomplishments require three endorsement deals to generate $3 million per year, whereas LeBron James earns $32 million per year from Nike alone.

Parker is determined to improve the earning potential for future WNBA players. In 2022, she partnered with Capital One to help people develop a better relationship with money. Parker emphasized the importance of discussing financial literacy, stating, "I think it's time to talk about the uncomfortable things. And, to talk about the necessary things. Being able to talk about your relationship with money, your relationship with others, and that balance. It's super crucial, and I think now we're able to have those conversations. And others are able to help from the mistakes that they've made." This advocacy for financial literacy is a crucial aspect of Parker's legacy

Many WNBA players supplement their income by playing overseas during the off-season. Athletes who play year-round have no time to rest and often struggle to recover from injuries. Parker has excelled in securing additional income through endorsements, which has allowed her body the necessary time to heal. Maximizing her time is an area where Parker has excelled.  Not only have her endorsements provided additional income, one has segwayed into a lucrative post-basketball career.

Parker's partnership with Adidas began at the end of her first professional season in 2008, and in 2010, she became the first woman to receive a signature Adidas shoe, the ACE Commander. Now, as she transitions into retirement, Parker will take on an even more prominent role as the new president of Adidas Women's Basketball. This position is a testament to her dedication and insight, which she has shared with Adidas throughout her career.

With Parker's influence, Adidas has taken significant strides in addressing the needs of female athletes. Last year, the brand introduced its first basketball shoe specifically designed for women: the Exhibit Select. To develop this shoe, Adidas's design and development teams scanned thousands of female athletes' feet to create a unique mold used in sneaker production. Although this practice is relatively new, it represents a significant step forward in providing options for female athletes who often prefer men's shoes due to a lack of alternatives.

Candace Parker's influence extends beyond her on-court achievements. Eric Wise, who leads Adidas's global basketball business, said the company looks to Parker to influence its overall strategy for the women's sector. While Parker could easily be the face of any Adidas campaign, she says she has a solid roster of women she is looking into signing.

Parker's legacy will undoubtedly follow her wherever she leads the company. Whether giving Shaquille O'Neal or Charles Barkley a hard time on the NBA on TNT desk, cultivating young talent, or spending time with her wife and children, Candace Parker will always maintain her integrity and dedication. She is committed to leaving the world a little better than she found it.

Candace Parker — Never Cheat the Game