Phoenix, AZ, January 21, 2026
Arizona State University has launched a new collection in collaboration with Adidas that honors NBA legend James Harden. The James Harden x ASU collection highlights the strong connection between successful alumni and their university, showcasing how private initiatives can boost athletic programs and stimulate local economic growth. The partnership demonstrates the significant impact of athletic memorabilia on community commerce, with Sun Devil Athletics generating substantial economic contributions to the Phoenix area. As ASU continues to leverage alumni support, this collection represents a blend of college sports heritage and modern brand collaboration.
Phoenix, AZ —
Harden’s Legacy Fuels ASU Athletics, Boosts Local Economy
Arizona State University’s new James Harden x ASU collection, launched in collaboration with Adidas, not only honors an NBA legend but also underscores the vital role of private initiative and alumni support in bolstering the state’s athletic and economic landscape.
Unveiled this week, the co-branded merchandise represents a significant milestone in Sun Devil history, blending athletic nostalgia with modern style. The collection highlights the enduring connection between successful alumni and their alma mater, demonstrating how individual achievement can inspire and contribute to institutional growth. This partnership extends beyond mere apparel, symbolizing the power of brand collaboration in university athletics.
The strategic release taps into the widespread appeal of James Harden, a former Sun Devil standout who achieved global recognition. His continued engagement with Arizona State, exemplified by this collection and recent Name, Image, and Likeness (NIL) contributions, illustrates a model for how private sector partnerships and alumni investment can directly enhance university programs and create tangible economic benefits for the wider Phoenix metropolitan area.
Honoring a Sun Devil Legend
Harden’s Enduring Connection
James Harden, a standout guard for the Arizona State Sun Devils from 2007 to 2009, made an indelible mark on the university’s basketball program before embarking on an illustrious NBA career. During his two seasons in Tempe, Harden averaged 19.0 points, 5.4 rebounds, 3.7 assists, and 1.9 steals per game. His exceptional performance led to him being drafted third overall in the 2009 NBA Draft, marking the second-highest selection in ASU history. Harden’s No. 13 jersey was subsequently retired by the program in 2015.
Despite his ascension to NBA MVP and a 10-time All-Star, Harden has maintained a strong connection to Arizona State. This sustained engagement underscores the value of cultivating relationships with successful alumni, who often become powerful advocates and benefactors for their former institutions. The new James Harden x ASU collection, released in collaboration with Adidas, features a black jersey adorned with maroon and gold accents and Harden’s signature logo. This collection is set to be worn by the Sun Devils for an upcoming home game, further cementing the bond between past and present Sun Devil basketball.
A Model of Private Investment
The collaboration with Adidas for the James Harden collection is a testament to Arizona State’s ongoing commitment to leveraging private partnerships for athletic and institutional advancement. Adidas has been a long-standing outfitter for Sun Devil Athletics, a relationship that has provided significant financial and equipment support to the university’s various sports programs.
Beyond merchandise, private initiative from alumni like Harden plays a crucial role in the evolving landscape of college athletics. In February 2025, Harden made a high six-figure financial donation to the Sun Angel Collective, Arizona State’s Name, Image, and Likeness (NIL) program. This significant contribution was aimed at assisting the ASU basketball program in recruiting and retaining talented players, demonstrating a proactive approach to maintaining competitive excellence through responsible financial stewardship. This direct investment has already shown results, helping to secure a commitment from five-star freshman center Jayden Quaintance.
Economic Ripple Effect in Phoenix
Fueling Local Commerce
The success and visibility of Arizona State athletics, bolstered by initiatives like the James Harden collection, translate into substantial economic benefits for the city of Tempe and the broader Phoenix metropolitan area. Sun Devil Athletics generates a total economic impact of $99.5 million on the state’s gross domestic product annually. This impressive figure highlights the financial force of the university’s sports programs, extending well beyond the football field. Excluding football, ASU’s other ticketed Olympic sports contribute nearly $45 million to the state GDP each year.
Game days for Sun Devil events, including basketball, hockey, and baseball, drive significant business to local restaurants, hotels, and retail establishments across Tempe and Maricopa County. These events generate increased foot traffic and revenue, supporting local entrepreneurs and creating jobs. The James Harden collection, as a high-profile merchandise release, will further stimulate retail activity, allowing fans to express their Arizona State athletics pride while contributing to the local economy.
The Power of University Partnerships
The partnership between Arizona State University and Adidas, which underpins collaborations like the Harden collection, exemplifies how strategic alliances can benefit a wide array of stakeholders. Beyond direct financial contributions and equipment provision, these partnerships foster innovation. For instance, Adidas and ASU previously established the Global Sport Institute (GSI), focusing on research and initiatives related to innovation, diversity, and sustainability in sport. This demonstrates a commitment to responsible growth that extends beyond immediate athletic success, aiming for broader societal impact and academic excellence.
University programs and private sector engagement, particularly through corporate partnerships, are crucial for sustaining sports success and enhancing the overall university brand. By collaborating with leading athletic brands and influential alumni, Arizona State ensures its athletic programs remain competitive and financially robust, contributing positively to both the educational mission and the regional economy. The university’s overall economic impact on the state, encompassing operations, construction, alumni wages, and linked businesses, is estimated at $6.1 billion for Fiscal Year 2024, with potential to reach $32 billion, demonstrating sustained and growing influence.
Cultivating Future Success through NIL
Strategic Investment in Talent
The Name, Image, and Likeness (NIL) era in college athletics has introduced a new dimension to player recruitment and retention. James Harden’s substantial donation to the Sun Angel Collective in February 2025 underscores the importance of private capital in navigating this evolving landscape. His personal initiative provides a competitive edge for Arizona State’s basketball program, enabling them to attract top talent in a market where athlete compensation plays a significant role.
This type of strategic investment, driven by individual initiative and philanthropic spirit, directly supports student-athletes while reinforcing the value of competitive excellence. By empowering student-athletes through NIL opportunities, Arizona State can continue to build strong programs that foster personal perseverance and achieve success on the national stage. This aligns with a philosophy that champions individual effort and the benefits of a robust, competitive environment within college sports.
Conclusion
The new James Harden x ASU collection represents more than just merchandise; it is a clear demonstration of how private initiative, strategic partnerships, and a commitment to legacy can create a virtuous cycle of athletic success and economic prosperity. By honoring a celebrated alumnus and leveraging modern collaborations, Arizona State University reinforces its brand, stimulates local commerce, and strategically invests in the future of its athletic programs. The ongoing support from figures like James Harden, alongside the broader economic contributions of Arizona State athletics, solidifies the university’s role as a cornerstone of community strength and economic vitality in Phoenix and across Arizona.
We encourage all Sun Devil Nation members to continue their engagement, support student-athletes, and witness firsthand how responsible growth and competitive spirit elevate our entire community. Your continued participation strengthens Arizona State athletics and its positive impact on our state.
FAQ Section
- When was the James Harden x ASU collection unveiled?
- The James Harden x ASU collection was unveiled on Tuesday, January 20, 2026.
- Which company collaborated with Arizona State for this collection?
- The collection was released in collaboration with Adidas.
- What features does the James Harden x ASU jersey have?
- The jersey is black with maroon and gold accents and highlights Harden’s signature logo.
- How many seasons did James Harden play for Arizona State?
- James Harden played two seasons for Arizona State, from 2007 to 2009.
- What was James Harden’s draft position in the NBA?
- James Harden was drafted third overall in the 2009 NBA Draft.
- When was James Harden’s No. 13 jersey retired by ASU?
- James Harden’s No. 13 jersey was retired by the program in 2015.
- Has James Harden contributed to ASU’s NIL program?
- Yes, James Harden made a high six-figure financial donation to the Sun Angel Collective, ASU’s NIL program, in February 2025.
- What is the total economic impact of Sun Devil Athletics on Arizona’s GDP?
- Sun Devil Athletics has a $99.5 million total economic impact on the state’s gross domestic product.
- How much did non-football Olympic sports contribute to Arizona’s GDP?
- Excluding football, ASU’s other ticketed Olympic sports teams contributed nearly $45 million to the state GDP last year.
Feature Table: James Harden x ASU Collection & Athletics Impact
| Feature | Detail | Scope |
|---|---|---|
| Collection Unveiling Date | January 20, 2026 | University-level |
| Collaboration Partner | Adidas | University-level |
| James Harden’s ASU Seasons | 2 (2007-2009) | University-level |
| James Harden NBA Draft Pick | 3rd Overall (2009) | Nationwide |
| Harden Jersey Retirement | No. 13 in 2015 | University-level |
| Harden NIL Contribution | High six-figures (Feb 2025) | University-level |
| Sun Devil Athletics Total Economic Impact | $99.5 million annually on State GDP | State-level |
| Olympic Sports Economic Contribution (excluding football) | Nearly $45 million annually on State GDP | State-level |
| ASU Overall Economic Impact (FY 2024) | $6.1 billion on State GDP | State-level |
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Author: STAFF HERE PHOENIX WRITER
The PHOENIX STAFF WRITER represents the experienced team at HEREPhoenix.com, your go-to source for actionable local news and information in Phoenix, Maricopa County, and beyond. Specializing in "news you can use," we cover essential topics like product reviews for personal and business needs, local business directories, politics, real estate trends, neighborhood insights, and state news affecting the area—with deep expertise drawn from years of dedicated reporting and strong community input, including local press releases and business updates. We deliver top reporting on high-value events such as the Waste Management Phoenix Open, Cactus League Spring Training, and Arizona State Fair. Our coverage extends to key organizations like the Greater Phoenix Chamber of Commerce and Visit Phoenix, plus leading businesses in technology and healthcare that power the local economy such as Intel and Banner Health. As part of the broader HERE network, including HERETucson.com, we provide comprehensive, credible insights into Arizona's dynamic landscape.
