Kevin Durant Signs Historic $1 Billion Lifetime Endorsement Deal with Apple
In a groundbreaking partnership that merges technology, sports, and culture, NBA superstar Kevin Durant has signed a lifetime endorsement deal with Apple worth a reported $1 billion, marking the most lucrative athlete-brand partnership in history.
Announced jointly by Apple CEO Tim Cook and Durant’s business arm, Thirty Five Ventures, the deal positions Durant as the global face of Apple’s sports innovation, lifestyle tech, and elite branding — a move that shatters traditional endorsement models.
> “Kevin is more than an athlete,” said Cook. “He’s a visionary, a creator, and a leader — and that’s exactly the kind of partner Apple looks for.”
The lifetime deal includes:
Exclusive collaborations on Apple Watch performance tech and fitness AI.
A signature line of limited-edition Apple Vision Pro products designed for athletes and creators.
Ownership equity in future Apple Sports initiatives, including rumored ventures into streaming and virtual reality arenas.
A “Durant Labs” division under Apple’s R&D focused on youth empowerment through tech and sports.
Durant, already under a historic lifetime contract with Nike, becomes the first athlete in history to hold dual lifetime deals with both Nike and Apple — a status symbol of both financial success and cultural influence.
> “This is bigger than basketball,” said Durant in a statement. “Apple sees the world the way I do — pushing boundaries, creating legacies, and building something that lasts far beyond our time.”
Industry experts estimate the full lifetime value of the partnership could exceed $1.5 billion when equity, product royalties, and global marketing campaigns are factored in — eclipsing even the most iconic athlete deals from Michael Jordan and LeBron James.
The deal also includes philanthropic components, with Apple committing $100 million toward education, youth tech access, and inner-city sports development, in collaboration with the Durant Family Foundation.
“We’re not just making history,” said Durant. “We’re shaping the future.”
