Jeremiah Smith Inks Adidas NIL Deal — But Can’t Rock Their Kicks on Game Day
In a bold move that highlights the evolving world of college athletics and Name, Image, and Likeness (NIL) deals, Ohio State freshman wide receiver Jeremiah Smith has officially signed a personal endorsement agreement with global sportswear giant Adidas. The deal marks another major win for the Buckeyes’ budding superstar, but there’s a unique twist — despite the flashy announcement and likely big paycheck, Smith won’t be lacing up Adidas cleats during Ohio State games anytime soon.
Big-Time Talent, Big-Time Deal
Jeremiah Smith, the nation’s No. 1 overall recruit from the 2024 class, arrived in Columbus with sky-high expectations — and he’s already living up to the hype. Known for his elite athleticism, strong hands, and route-running finesse, Smith was a five-star gem out of Chaminade-Madonna Prep in Florida. Since stepping onto campus, he’s been turning heads, both on the field and in the endorsement world.
His recent Adidas NIL deal is just the latest in a wave of major personal brand partnerships being signed by elite student-athletes under the NCAA’s NIL policy. The agreement makes Smith one of the few college football players aligned with Adidas — a major coup for the brand, which competes heavily with Nike, Under Armour, and others in the cutthroat world of sports sponsorships.
The Catch: Shoe Restrictions Still Apply
Here’s where things get a little complicated.
Despite the Adidas deal, Jeremiah Smith won’t be rocking the iconic three-stripe footwear on Saturdays in the Shoe (Ohio Stadium). That’s because Ohio State is still very much a Nike-sponsored program, and under the university’s contract with the brand, players are required to wear Nike apparel and cleats during games and official team activities.
So, while Smith can promote Adidas products on his own time — through social media, personal appearances, and custom campaigns — he’s contractually obligated to stick with Nike gear while representing the Buckeyes on the field.
Smith’s situation underscores one of the unique challenges facing student-athletes and athletic departments navigating the NIL era. While individual players now have the freedom to sign personal sponsorships, those deals often bump up against existing university contracts with competing brands.
In Smith’s case, it’s a clear balancing act. He’ll undoubtedly reap the benefits of being aligned with Adidas — financial compensation, personal branding, increased exposure — but will have to toe the line when it comes to team obligations.
And he’s not alone. Across college sports, athletes at Nike or Under Armour schools have run into similar restrictions when partnering with rival brands. Still, most are willing to make it work, knowing the NIL landscape is still wide open and rapidly evolving.
For Adidas, signing Jeremiah Smith is more than just a one-off deal — it’s a strategic move to build influence among the next generation of football stars. While they can’t plaster their logo across his chest on game days, they’re betting on Smith’s off-field potential and the viral nature of his brand. Adidas has been making similar moves in basketball and track, quietly building NIL rosters in hopes of shifting athlete loyalties over time.
Plus, should Smith eventually turn pro and head to the NFL — as many project — Adidas will already have a foot in the door when it comes time to negotiate a full-blown professional sponsorship deal.
Though Smith hasn’t publicly commented in detail about the Adidas agreement, sources close to the program say he’s “thrilled” about the partnership and sees it as a chance to start building his brand early. He’s expected to appear in upcoming social media campaigns, possibly release custom Adidas merch, and maybe even feature in commercials or digital content for the brand.
And let’s be real — he’s just getting started.
With the college football season approaching fast and the Buckeyes once again chasing a national title, all eyes will be on Jeremiah Smith. While fans may not see him in Adidas cleats just yet, there’s no doubt he’s making big moves — both on and off the field.
Jeremiah Smith’s Adidas deal is a sign of the times. College athletes are now more than just players — they’re brands, influencers, and entrepreneurs. And even with shoe restrictions in place, deals like this are rewriting what it means to be a student-athlete in 2025.
For Smith, this is just the beginning of what could be a legendary college career and a lucrative journey beyond. Whether he’s catching touchdowns in Nike or posing in Adidas hoodies, one thing’s for sure —Jeremiah Smith is built for the spotlight.
