Kevin Durant has signed another major endorsement deal since switching agents to Jay Z's Roc Nation Sports.
The Oklahoma City Thunder forward signed a deal Monday to endorse Sparkling Ice, a zero calorie carbonated water drink that is one of the fastest growing beverage brands in the U.S.
Terms weren't disclosed.
"I've always challenged myself on the basketball court, but this offseason is really the first year I'm challenging myself off of it -- on the business side," Durant told ESPN.com. "This is a brand I drink every day that I love and I wanted to be a part of it. I want to help them get to the next level."
It's significant on a few levels. First, it's another major deal created by Roc Nation since Durant joined up with Jay Z's firm last year. Notching another big deal on their belt is a step forward for the fledgling firm. Second, it continues to show that endorsement deals aren't mitigated by Durant being located in OKC.
Being a major star in the internet age is a different deal. There's more criticism and a bigger, harsher spotlight, but there's also more opportunity. He's not held back like he would have been even ten years ago, and OKC is a viable market for these kinds of opportunities.