Adidas Making Their Mark in the High School NIL Space

The athletic apparel and sportswear company ventures into the NIL world within high school basketball by signing current and former OTE stars in early February of 2024.

Photo via adidas.com

Adidas has solidified its commitment to the future of basketball by signing four promising Overtime Elite (OTE) athletes as NIL brand ambassadors. This strategic move expands on an existing partnership with OTE, where adidas is the exclusive apparel and footwear sponsor. By aligning with these young talents, adidas aims to not only equip them with top-tier performance gear but also provide opportunities for growth and development beyond the court. This collaboration promises to be a mutually beneficial partnership, as both adidas and the OTE athletes gain significant exposure and support.

The four NIL ambassadors, Ian Jackson, Karter Knox, Mikel Brown Jr., and Adam Oumiddoch, represent the next generation of basketball stars. Each athlete brings unique skills and accomplishments to the table, making them ideal representatives for adidas. In addition to product endorsements and promotional opportunities, these young athletes will have access to valuable educational resources and mentorship. The partnership between adidas and OTE extends beyond individual athletes, as both brands are collaborating on exciting initiatives such as showcasing top high school talent even during future NBA All-Star Weekends.

Standing at 6’3” 175, Mikel Brown Jr. is the 16th ranked guard in ESPN’s top 100 in the class of 2025. Brown is averaging 13.4 PPG with shooting 38% from beyond the arc with the OTE Cold Hearts. He is one of the best point guards in the nation and is looking to expand his current NIL evaluation sitting at $335,000 per On3. The other OTE star in the class of 2026 is Adam Oumiddoch. This 6’6” small forward is the 26th ranked player in ESPN’s top 60 and the third ranked player in the C/O ‘26 for Virginia. With the OTE Cold Hearts this past season, Oumiddoch averaged 12.9 PPG and 3.9 RPG. He is also the only underclassmen in OTE average double figures in scoring.

Ian Jackson, a small forward, and Karter Knox, a shooting guard and brother of NBA player Kevin Knox, have both committed respectfully to University of North Carolina and University of Arkansas. Jackson is the 7th player in the class of 2024 according to ESPN’s top 100 rankings while Knox is the 27th. Both these athletes are highly skilled and have a great basketball IQ. Adidas has pursued two stars in the class of 2024 to establish their hold on the next stars of college basketball come the 2024-2025 season.

This collaboration between adidas and Overtime Elite is poised to redefine the landscape of basketball partnerships. By investing in young athletes and providing them with a platform to shine, adidas is demonstrating its leadership in the industry. The partnership's focus on athlete development and well-being aligns with the values of both organizations. As the relationship between adidas and these OTE athletes grows, fans can expect to see even more innovative and inspiring campaigns in the future.