Adidas Basketball delivered a cheeky response after Anthony Edwards was fined $25,000 by the NBA.
The Minnesota Timberwolves guard was penalised for throwing the ball into the stands following a win over the Portland Trail Blazers.
While the fine itself was relatively standard, the reaction from his signature brand partner quickly grabbed attention. Adidas turned the moment into a viral marketing play.
Adidas reacts to Anthony Edwards’ $25,000 NBA fine
In a post shared by Adidas Basketball, the company wrote: “Good thing we saved for times like this…Believe That.”
The accompanying advert revealed Adidas had set aside around $430,000 for Edwards-related fines. The figure was not random.
Edwards reportedly accumulated approximately $420,000 in league fines last season, meaning the brand’s playful reserve would more than cover a similar run this year.
Why Anthony Edwards keeps attracting NBA fines
The latest $25,000 penalty came after Edwards threw the ball into the crowd at the end of Minnesota’s victory over Portland. The NBA determined the act warranted discipline, even though it followed a celebratory moment.
Edwards’ on-court intensity has become part of his identity. Last season’s reported $420,000 total in fines illustrates how frequently that emotion has crossed the league’s line, whether through gestures, comments or technical fouls.
Rather than distance itself, Adidas leaned into that reputation. By referencing the accumulated fines in its advert, the brand effectively reframed the narrative as confidence rather than controversy.
In doing so, a routine NBA fine became a headline-grabbing endorsement moment.