Beyond Sportswear: adidas-OTE Partnership Promises Educational Advantages
“Adidas is focused on the next generation athlete and consumer, and we’re thrilled to be aligned with a brand pushing boundaries in basketball,” says Jack Jenkins, VP, League Partnerships, Overtime. This assertion marks the essence of a new multi-year agreement, placing adidas as the exclusive apparel and footwear sponsor for Overtime Elite (OTE).
The partnership comes at a pivotal moment for OTE. In just two years, the league has propelled 15 of its players into professional careers, including two individuals who secured top 5 spots in the NBA draft. Both brands herald an athlete-first approach, placing the concerns and ambitions of OTE players at the epicenter of their collaboration. It’s a unique avenue for OTE athletes, allowing them to cultivate affiliations with the adidas brand, giving the sporting giant a window into the potential luminaries of tomorrow.
But this collaboration isn’t limited to apparel and sneakers. OTE players stand to gain educational benefits too. From hands-on product testing to immersive experiences at the adidas headquarters and beyond, these budding athletes will have a holistic exposure to the sportswear industry. Elements like mentorship schemes and Name, Image, and Likeness (NIL) readiness further enrich their experience.
The Overtime brand, which umbrellas OTE, isn’t new to digital dynamism. It boasts significant digital outreach and a knack for fan engagement. Adidas, through this alliance, taps into an engrossed, socially-active fanbase. Here’s a testament to Overtime’s prowess: two of its teams rank among the top five pro sports teams on TikTok. Furthermore, the celebrated series, “One Shot,” which paints an intimate picture of the previous OTE season, finds its home on Amazon Prime Video.
Eric Wise, adidas’ Global Basketball General Manager, shares a similar enthusiasm, noting that the collaboration is an “extension of all we do to support young athletes.” He adds that it doubles down on adidas’ longstanding commitment to basketball in the U.S., further enabling rising players to acquaint themselves with the brand’s premier offerings.
In a recent development showcasing the union’s tangible effects, adidas and Overtime Elite unveiled the brand identities and uniforms for all the league’s eight teams. Moreover, as an existing sponsor of Overtime’s 7v7 league, OT7, adidas anticipates even more avenues to strengthen its bond with Overtime in the future.
As both giants converge their visions, the basketball community awaits innovative milestones, setting precedents for future collaborations in the sporting world.
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