Durant signs endorsement deal with Neff

Staff Writer
Columbus CEO

OKLAHOMA CITY (AP) — NBA MVP Kevin Durant has added action sports accessory brand Neff to his rapidly growing list of endorsement deals.

Neff founder Shaun Neff told The Associated Press that his company, best known for its snow and skate headwear, will launch the Thunder star's signature underwear collection in time for next year's back-to-school crowd. Durant will be a brand ambassador, help design the products and have equity in Neff's underwear division.

Durant and Roc Nation have been rolling since he won the MVP award. Durant has re-signed with Nike, Sprint and BBVA Compass, added deals with Sparkling Ice, Orange Leaf and Neff, and is the subject of and an executive producer for an HBO Sports documentary. He already had deals with Panini, KIND Healthy Snacks and Skullcandy.