Adidas is hoping to gain further access to rising athletes by expanding its presence in high school-level sports.
In a new multi-year extension, the Three Stripes will continue as the exclusive apparel and footwear sponsor of Overtime Elite (OTE), a basketball league for elite high school athletes.
Through the partnership, athletes will have exclusive opportunities to build relationships with Adidas early in their careers, while the sportswear brand gains meaningful exposure to some of basketball’s and football’s most promising stars.
Beyond providing apparel, footwear and performance gear, Adidas will also offer athletes access to a range of professional development opportunities to help them navigate name, image and likeness (NIL) opportunities.
Chris McGuire, vice president of sports marketing at Adidas North America, said in a statement that this deal extension comes as Overtime establishes itself as “one of the most exciting and innovative platforms in grassroots sports.”
“Extending this partnership reflects how much we value what Overtime has built, and we’re proud to invest in the next generation of athletes, giving them meaningful experiences, resources and opportunities that help them succeed both on and off the field,” McGuire noted.
The agreement marks a significant milestone for OTE as the league continues to establish itself as a premier pathway to pro and college basketball. The league has sent more than a dozen players to the professional ranks, including three top-five selections in the NBA Draft, underscoring the league’s success in developing elite talent and preparing athletes for the next level.
Additional Overtime’s properties will also benefit from the extension, including Overtime Select, a showcase platform for elite high-school girls basketball players, and OT7, a 7-on-7 football competition featuring many of the top high school football prospects in the United States.
“This partnership reflects the shared values that have made the relationship between Overtime and Adidas so impactful,” Josh Fendrick, chief operating officer at Overtime, added. “Both organizations are committed to creating opportunities that extend far beyond the court or field. As Overtime continues to produce elite talent and prepare players for the next stage, Adidas remains an ideal partner in helping us deliver a world-class experience for our athletes.”