Rajon Rondo has parted ways with Reebok and will sign a five-year endorsement deal with Nike, according to a report in the Boston Globe.

Rondo has already switched to wearing Nike sneakers this season.  His two-year contract with Reebok recently expired and the company had been negotiating to re-sign him. ?The contract had ended, and both parties decided to go in a different direction,? spokesman Dan Sarro said.

Nike said it doesn?t comment on marketing deals. ?I can tell you that Rajon Rondo is not under contract with Nike at this time,? spokesman KeJuan Wilkins said.

Ilana Nunn, Rondo?s publicist at BDA Sports Management, deferred to Nike due to the ?sensitivity of the contract change at this point.?

His ?stock has certainly shot up over the past year-plus,? said Jim Delaney of Boston-based Activate Sports & Entertainment.

?From a marketing standpoint, championships are gold,? Delaney said. ?Being part of a superstar team that gets a lot more nationally televised attention and being a leader on the court for a player of his stature can translate into much bigger dollars off the court.?