adidas Signs AJ Edu, Backing Gilas Star’s Rise in Global Hoops

adidas Philippines has officially signed Gilas Pilipinas big man AJ Edu to a multi-year endorsement deal, strengthening the brand’s growing presence in local basketball and signaling its commitment to supporting the next generation of Filipino talent.

Edu, who currently plays for the Gunma Crane Thunders in Japan’s B.League, joins the expanding roster of Filipino athletes under the adidas banner. His combination of size, defensive skill, and professionalism has earned him recognition not only as one of the most promising frontcourt players in the country but also as a role model off the court.

“AJ is definitely a great addition to the adidas Family,” said Diego Dario, adidas Philippines representative. “Aside from being a great basketball player, he’s a great human being. A family guy. That’s something that we value when signing players. Good character on and off the court. He’s loyal to the Gilas program. He’s been representing since his Batang Gilas days and is now part of the future of our national team. We’re excited to support him wherever his basketball journey takes him and help build his brand.”

Edu’s signing follows Adidas’ broader push in Philippine basketball. Earlier this year, the company became the official outfitter of Gilas Pilipinas, providing gear for the men’s, women’s, youth, and 3×3 programs while extending support to grassroots initiatives through the Samahang Basketbol ng Pilipinas. The move marked a major shift after years of Nike outfitting the national squad, and it reflects adidas’ intent to deepen its local engagement beyond retail and lifestyle.

For Edu, the partnership comes at a key stage in his career. After productive seasons in Japan and an expanded role with the national team, his reputation as a high-character player aligns closely with adidas’ emphasis on integrity and community impact.

The brand’s investment in Edu mirrors its approach with players like Kevin Quiambao, who earlier this year launched the first Filipino player-edition adidas basketball shoe, signaling a focus on local identity and athlete storytelling.

As adidas strengthens its foothold in Philippine basketball, Edu’s addition reinforces the company’s strategy of aligning with players who embody skill, humility, and dedication to national pride. For fans and young athletes alike, his signing underscores that the path to success is as much about character as it is about performance.

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