The 10 Biggest Athlete Deals of Adidas: The Superstars Rocking the 3 Stripes

Adidas’s Most In-Demand Athletes: Top Endorsement Deals Across Sports

The iconic 3 stripes of Adidas is something the world never gets tired of and it seems to be the most in demand stripes of athletes these days. Adidas has strategically secured endorsement deals with several high-profile athletes, each bringing unique value across various sports. These partnerships strengthen Adidas’s brand presence and help drive significant revenue to $33 billion by associating with top-tier athletes and emerging talents. Below is a detailed overview of ten notable partnerships, highlighting each athlete's sport, team, and the terms of their agreements with Adidas.

1. Lionel Messi

Sport: Football (Soccer)

Team: Inter Miami CF (previously with FC Barcelona and PSG)

Adidas Partnership:

• Adidas and Messi have been partners since 2006.
• Signed a lifetime contract in 2017, reportedly earning him $27 million annually.
• Messi has a signature line of Adidas cleats, including the popular Nemeziz and X ranges.
• Adidas even launched the "Messi 16" boot line, celebrating Messi's impact on the sport.
• In October 2024, he launched an Adidas Gazelle collection with Bad bunny. 

This partnership has made Messi one of Adidas’s most valuable endorsers, showcasing his influence on the sport. His signature cleat lines have become fan favorites worldwide. 

2. Patrick Mahomes

Sport: American Football

Team: Kansas City Chiefs

Adidas Partnership:

• Signed with Adidas in 2017, marking his entry into professional football.
• While the deal’s financial details are not public, Mahomes’s signature Adidas training shoe collection has been highly successful.
• In 2024, Mahomes and Adidas partnered to launch “Team Mahomes,” a program offering NIL (Name, Image, Likeness) support for Texas Tech student-athletes.
• Mahomes is central to Adidas’s expansion in football-related gear and sports apparel.

3. Damian Lillard

Sport: Basketball

Team: Milwaukee Bucks (previously with Portland Trail Blazers)

Adidas Partnership:

• Signed a 10-year, $100 million extension with Adidas in 2014.
• His partnership includes the "Adidas Dame" signature shoe line, which ranks among Adidas's top-selling basketball products.
• Lillard’s line emphasizes affordability and accessibility, making his shoes popular with younger players and fans.

4. David Beckham

Sport: Football (Soccer)

Team: Retired (played for Manchester United, Real Madrid, LA Galaxy)

Adidas Partnership:

• Signed a lifetime endorsement deal with Adidas in 2003, valued at $160 million.
• Beckham has represented Adidas in various campaigns, and his Predator cleats became one of the most iconic soccer shoes.
• Even in retirement, Beckham continues to represent Adidas, reinforcing the brand’s image in sports lifestyle.

5. Gout Gout

Sport: Track and Field (Sprinting)

Competition: Junior and National Track Competitions in Australia

Adidas Partnership:

• Signed in October 2024, making him one of the youngest Australian athletes to sign with Adidas.
• This deal emphasizes Adidas’s interest in nurturing young talent in athletics.
• Gout Gout has been dubbed a “future Usain Bolt” and is seen as a rising star in international track events.

By sponsoring Gout, Adidas is positioning itself at the forefront of track and field, supporting athletes from the start of their careers and emphasizing its commitment to the sport’s future.

6. Rose Zhang

Sport: Golf

Competition: NCAA Golf, various professional amateur tournaments

Adidas Partnership:

• Rose Zhang became Adidas’s first college athlete to sign an NIL endorsement deal in 2023.
• As a top NCAA golfer, she represents the brand in tournaments and campaigns aimed at younger audiences.
• Zhang’s deal marks Adidas’s strategic investment in emerging golf talent, especially female athletes.

This partnership reflects Adidas’s dedication to supporting female athletes and the growth of women’s sports. With Zhang as a brand ambassador, Adidas gains visibility in the golf world, especially among college fans, and champions gender diversity in sports endorsements.

7. Jude Bellingham

Sport: Football (Soccer)

Team: Real Madrid (previously with Borussia Dortmund)

Adidas Partnership:

• Joined Adidas as a young talent in 2020.
• Financial terms aren’t disclosed, but Bellingham is expected to become a major face of Adidas’s football lineup.
• His Adidas cleats have gained popularity, especially among young football fans who follow his rapid ascent in European soccer.

8. Lamine Yamal

Sport: Football (Soccer)

Team: FC Barcelona

Adidas Partnership:

• Signed with Adidas in 2023 as a teenager, making him one of the youngest players to enter a high-profile endorsement deal.
• Adidas views Yamal as one of their key youth ambassadors in European football.
• Yamal’s signing aligns with Adidas’s focus on up-and-coming talents who resonate with young fans.

After winning the 2024 Euros, Lamine Yamal has proven himself as a prodigy in European football, solidifying his position as a valuable ambassador for Adidas. His skill and potential make him one of the most exciting young players to watch, and his connection with Adidas amplifies his influence among younger fans. 

9. Mackenzie Long

Sport: Track and Field (Sprinting)

Competition: NCAA and National Track Events

Adidas Partnership:

• Signed in 2023, marking Adidas’s commitment to fostering female athletes in track and field.
• Details of her contract aren’t public, but she actively promotes Adidas in competitions and training.
• Long’s rise reflects Adidas’s increasing involvement in supporting female athletes and building a brand presence in track sports.

10. Hailey Van Lith

Sport: Basketball

Team: Louisville Cardinals (NCAA), future WNBA prospect

Adidas Partnership:

• Signed an endorsement deal with Adidas in 2023.
• Van Lith is known for her strong college basketball following, and Adidas positions her as a role model for young female athletes.
• She represents the brand in major college basketball events, particularly appealing to female fans and athletes in the basketball community.

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These partnerships highlight Adidas’s strategy to align with both established stars and emerging talents, ensuring a balanced representation across sports. Adidas uses these collaborations to reinforce its presence and appeal among fans and athletes worldwide.

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