Equity in Sports: Adidas Expands NIL Network with Star Football Recruits

Adidas, in a strategic move to bolster its Name, Image, and Likeness (NIL) portfolio, announced today the signing of football student-athletes Michael Penix Jr. and Rome Odunze. This landmark decision underscores Adidas’ unwavering commitment to empowering the emerging generation of athletic talents.

Heisman Trophy contender Michael Penix Jr., quarterback for the Washington Huskies, expressed his enthusiasm: “I’ve been in the three stripes my entire college career and their support has meant a lot to me… adidas has shown that they’re committed to student-athletes across the country and I’m thankful to be a part of their commitment.” Penix Jr. has already notched 16 touchdowns and 1,999 passing yards this season, fortifying his reputation as a rising star.

Joining him in this endorsement journey is teammate Rome Odunze, a Huskies wide receiver and captain, recognized for leading the Pac-12 in receiving yards last season. He noted, “It’s an honor to be joining the adidas family as one of the brand’s first football NIL athletes. I’m looking forward to inspiring the next generation of athletes.”

Adidas’ longstanding partnership with the University of Washington, initiated in 2019, embodies more than just brand endorsements. It’s a commitment to foster equity in sports and invest in student-athletes from various disciplines. Kinsey Fiedler, a softball sensation, was a notable addition to the Adidas family in 2022.

The Adidas NIL network, a groundbreaking program launched in July 2022, is currently home to thousands of student-athletes from over 25 different sports. Of those, hundreds hail from Washington, spanning across 14 unique sporting arenas.

Jamaal Walton, Senior Associate AD for Sport Administration and Strategic Initiatives at the University of Washington, lauds Adidas’ endeavors: “Michael and Rome represent our university as they become adidas’ first NIL football athletes.”

Rupert Campbell, president of Adidas North America, echoed Walton’s sentiments, stating that the U.S. boasts the most passionate collegiate fans and student-athletes, and Adidas is keen on cementing its leadership in this space.

In recent ventures, Adidas has also ventured into the collegiate lifestyle domain with its Rivalry and Forum footwear collections. Notably, the brand celebrated the University of Nebraska-Lincoln Women’s Volleyball team’s monumental achievement of setting an attendance record for a women’s sporting event, drawing 92,003 spectators.

Adidas remains dedicated to infusing equity into sports, achieving this through continued investments in university partners and the future changemakers of sport.

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