Although Adidas is known for its stylish sportswear and athleisure clothing, its love for sports is at the core of its brand, and the two have a long history together.
Adidas has been a strong supporter of sports and has created multiple global programs and initiatives to make sports more accessible, equitable, and safe for underrepresented communities.
💰💸 Don’t miss the move: SIGN UP for TheStreet’s FREE Daily newsletter 💰💸
The brand has also signed deals with various iconic athletes, including its multi-year partnerships with basketball player James Harden and American football player Patrick Mahomes, and its lifetime deals with professional soccer star Lionel Messi and retired soccer player David Beckham.
Related: Amazon Prime Video scores big on its sports offerings and fans are happy
Although Adidas is used to signing big contracts with renowned names, this new deal marks the first of its kind for the brand and another huge win for women in sports.
Adidas announces first deal with a female high school basketball player
On Thursday, Adidas announced it had signed Kaleena Smith, a 16-year-old high school sophomore from Ontario, Cal. as the brand's first high school girl's basketball athlete under a name, image, and likeness (NIL) deal.
Smith is the most desired recruit for colleges for the class of 2027. She has already received scholarship offers from nearly 20 universities to join their NCAA Division 1 programs, including offers from the University of Southern California, the University of California, Los Angeles, Louisiana State University, and more.
Related: Netflix has already scored big with upcoming NFL Christmas broadcasts
This signing will be the first under Candace Parker as the President of Adidas Women's Basketball, a role she took in May of this year.
Parker said her main goal in this new role is to be an innovative force in women's sports and empower athletes to strive for excellence on and off the court. When she thought about the future of women's basketball, Smith was the perfect fit.
“Not only is she a tenacious competitor on the court, but she’s also someone who understands what’s required of it and is committed to putting in the work,” said Parker.
Adidas said this first-ever partnership aims to continue embracing women's sports and give them the platform they deserve to evolve.
“Signing Kaleena as our first high school NIL women’s basketball athlete is a pivotal moment for us as we lead in championing women’s sports and building greater access to and representation in the game that we all love,” said Parker.
Adidas' multiple partnerships with young athletes
Adidas (ADDDF) strongly supports young athletes and has signed multiple partnership deals with iconic names to support their careers.
More Sports Business News:
- Under Armour is struggling, but it may be turning a corner
- Morgan Stanley makes a major move into unfamiliar territory
- NFL reveals major change in Monday Night Football that fans will love
Although Smith is the youngest female basketball player to sign with Adidas, 15-year-old soccer player Chloe Ricketts is still the brand's youngest current athlete. She signed a multi-year deal with Adidas in Mach last year.
Recently, Adidas signed various NIL deals, including one in October with the University of Miami's Quarterback, Cam Ward. In August, it signed six Texas Tech student-athletes to Team Mahomes, Patrick Mahomes's NIL initiative with Adidas.
Related: Veteran fund manager sees world of pain coming for stocks
