John Bazemore/Associated Press

While the world still awaits Zion Williamson signing a shoe endorsement contract, his former Duke teammate Cam Reddish has joined the Nike family.

Nick DePaula of ESPN reported Reddish and Nike agreed to a multiyear contract, the terms of which have not been disclosed. The Atlanta Hawks selected Reddish with the No. 10 overall pick in last month's NBA draft.

The swingman joins Ja Morant among lottery picks who have signed with Nike. The company sponsors Duke, where Reddish played one season of collegiate basketball. He also played in Nike’s EYBL circuit during his prep days, so it wasn't much of a surprise where Reddish ultimately signed.

Once the clear-cut dominant force among young athletes, Nike has faced increased challenges in recent years. Puma, which signed top pick Deandre Ayton and Marvin Bagley last season, is making a strong push to sign Williamson out from under Nike, per TMZ Sports. Under Armour and Adidas have also been making strides in eroding Nike's stranglehold on the market.

Under Armour signed Joel Embiid to an endorsement contract last fall, while Adidas boasts a roster of players led by James Harden and Damian Lillard that's nearly as impressive as Nike's.

Signing Reddish won't move the needle one way or another unless he realizes his potential in the NBA. After coming out of high school as the No. 2 player in the country, Reddish took a backseat behind Williamson and RJ Barrett at Duke.

Barrett, like Williamson, is also yet to sign an endorsement deal.