In 2025, adidas debuted the latest iteration of James Harden’s signature shoe—the Harden Vol. 9—at a global launch hosted at the adidas Melrose store in Los Angeles. The event honored Harden’s legacy as both a legendary basketball player and a long-standing adidas partner. In collaboration with Harden’s charitable organization, Impact13 Foundation, the launch also supported families affected by the LA wildfires. By tapping into Harden’s 15-million-strong social media network, the campaign raised awareness and mobilized support for those in need.