In a surprising move of events this morning, adidas announced that they will end their apparel partnership with the NBA after the 2016-2017 season.

According to the Portland Business Journal, adidas decided not to renew their contract with the NBA after acquiring the partnership in 2006. The global basketball manager of the NBA spoke with the Portland Business Journal about the brand's decision.

"We haven't been able to elevate our brand for the basketball consumer that we're targeting," Grancio told the Business Journal. "We ultimately decided that we would change our investment strategy and invest more in players on the court."

adidas will still look to sponsor NBA players after the 2016-2017 season and looks to double its roster of NBA players by 2020.

With adidas stepping away from the NBA next season, it is rumored that Nike or Under Armour will be bidding to be the league's apparel partner starting 2017. Stay tuned for more news surrounding this developing story and shift in the NBA 2016-2017 season.