In a dramatic shift in the endorsement world, Memphis Grizzlies star Ja Morant has seen his NIL-inspired deal with Puma collapse after a controversial tweet ignited widespread backlash. The high-profile split comes just as Morant was beginning to reestablish his image following prior off-court incidents.
The tweet, posted late Tuesday night, was quickly deleted but not before screenshots circulated widely online. The post, which included insensitive political commentary, sparked outrage among fans, media, and sponsors alike. Within 24 hours, Puma issued a statement distancing itself from the All-Star guard.
“We believe in freedom of expression, but we also stand firm in our values,” Puma said in a public statement. “After careful consideration, we have chosen to end our relationship with Ja Morant, effective immediately.” The company thanked Morant for his time with the brand but emphasized a commitment to inclusive values.
Morant had been the face of Puma Basketball since signing a major endorsement deal in his early NBA years. The deal included promotional campaigns, sneaker collaborations, and community initiatives. His rising influence among young fans had made the partnership especially important for Puma’s NBA market presence.
This isn’t the first time Morant has faced scrutiny. Past incidents involving firearm-related social media videos already had sponsors treading carefully. While the tweet didn’t reference those past events, it contributed to a narrative that has concerned business partners.
Just days after the Puma fallout, Adidas swiftly moved to pick up the star guard, signaling that brands still see value in Morant’s talent and reach. According to sources, the new contract includes performance bonuses and image rehab campaigns focused on community outreach and leadership.
“Ja Morant is a dynamic athlete with the potential to inspire millions,” Adidas said in a statement. “We believe in growth, accountability, and redemption. We welcome him into the Adidas family and look forward to what we can build together.”
Fans and analysts are divided. While some argue Morant needs to stay away from social media altogether, others feel he is being unfairly punished. “He’s young, he’s learning,” one supporter commented online. “At least he’s taking steps to improve.”
Sports marketing experts see this as a warning shot to all athletes navigating fame in the digital age. “Sponsorships today are about more than performance—they’re about image,” said analyst Dana Feldman. “One tweet can undo years of brand trust.”
Morant, for his part, has remained mostly quiet but posted a short message on Instagram thanking Adidas and his fans. “Lessons learned. Time to focus and move forward,” he wrote, alongside a photo of himself back in the gym.
On the court, Morant remains a top-tier talent and a key piece of the Grizzlies’ future. Despite the off-court noise, his explosive playmaking and leadership continue to electrify fans and keep Memphis in playoff contention.
Whether Adidas proves to be a better long-term fit than Puma remains to be seen, but one thing is clear: Ja Morant’s journey—both as a player and as a public figure—is far from over.
