Building Tomorrow’s Stars: adidas’ NIL Deal Marks a New Era in Sports Sponsorship

“In an era where nurturing young talent is key, our partnership with Overtime Elite not only champions future basketball leaders but also reaffirms our commitment to the sport’s advancement,” said Eric Wise, adidas General Manager of Global Basketball.

In a strategic move that underscores its commitment to basketball’s future, adidas has announced the signing of four Overtime Elite (OTE) athletes as NIL (Name, Image, and Likeness) brand ambassadors. The athletes – Ian Jackson, Karter Knox, Mikel Brown Jr., and Adam Oumiddoch – represent a significant step in adidas’ ongoing dedication to the evolution of basketball.

This collaboration extends from a multi-year partnership initiated in October 2023, where adidas became the exclusive apparel and footwear sponsor of OTE. Both entities share a vision centered around an athlete-first approach, emphasizing the well-being and development of OTE players.

The alliance offers OTE athletes an exceptional platform to forge relationships within adidas. In return, adidas gains early access to emerging basketball stars. The NIL ambassadors will not only represent adidas Basketball but will also participate in educational opportunities, including product testing, visits to adidas headquarters, and mentorship programs.

The ambassadors include Ian Jackson, a 2024 McDonald’s All-American and two-time gold medalist committed to the University of North Carolina, and Karter Knox, another 2024 McDonald’s All-American and Florida’s top player. Mikel Brown Jr., a promising floor general, and Adam Oumiddoch, a top 20 player in his class, complete the quartet.

Jack Jenkins, VP of Brand Partnerships at Overtime, echoed the sentiment of mutual empowerment, highlighting adidas’ commitment to expanding OTE players’ personal brands.

The partnership has already garnered significant attention, with shared content creation amassing millions of views. This includes league games and appearances by adidas athletes like Donovan Mitchell and Trae Young.

A highlight of this partnership will be the spotlight on top high school talents, including the three NIL ambassadors, during four league games broadcast live across various platforms, coinciding with NBA All-Star Weekend festivities in Indianapolis.

Through this partnership, adidas and OTE are setting a precedent for supporting young athletes, ensuring their growth on and off the court, a vision that resonates with the future of basketball.

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