Ohio State’s Jeremiah Smith Signs Major NIL Deal with Adidas but Will Continue Wearing Nikes During Games — Land-Grant Insight

Ohio State football star Jeremiah Smith recently made headlines after signing a significant NIL (Name, Image, and Likeness) deal with sports apparel giant Adidas. The news surprised many college football fans and industry observers because, despite the partnership, Smith will continue wearing Nike gear during games. This unusual arrangement has sparked discussion about the evolving landscape of college athlete endorsements, contract negotiations, and branding strategies in the NIL era.

Jeremiah Smith, a standout defensive back for the Buckeyes, has been one of the most exciting players in the nation in recent seasons. Known for his speed, agility, and playmaking ability, Smith has drawn attention not only for his on-field performances but also for his marketability off the field. His NIL deal with Adidas reportedly offers him lucrative financial benefits and marketing opportunities, elevating his profile beyond just football fans.

The decision to sign with Adidas while still wearing Nike during games highlights the complexity and nuances of NIL agreements in college sports today. Traditionally, athletes wore the brand that sponsored their university or personally endorsed, with clear-cut exclusivity. However, with the recent NIL changes allowing athletes to profit independently, these lines have become blurred.

For Jeremiah Smith, the choice to keep wearing Nike in games likely stems from several factors. Ohio State’s official athletic partnership is with Nike, providing team uniforms, cleats, and sideline apparel. This means the Buckeyes’ players are expected to wear Nike gear during official competitions, making Smith’s on-field Nike appearance consistent with team branding and compliance requirements.

At the same time, his Adidas NIL deal is primarily focused on off-field promotional activities, including social media campaigns, personal appearances, and marketing endorsements. Adidas benefits by associating with a high-profile collegiate athlete like Smith, whose social media presence and community involvement give the brand visibility and credibility among college football fans.

This type of deal where an athlete partners with one brand for NIL opportunities but maintains another brand’s gear on game days is becoming more common as NIL deals grow increasingly sophisticated. It underscores the athletes’ and their agents’ need to carefully negotiate contracts that maximize earnings without jeopardizing existing team or conference obligations.

For Jeremiah Smith, the Adidas deal represents a milestone in his collegiate career and a smart move to capitalize on his rising star power. NIL deals can provide athletes with valuable financial support and career-building experiences that were previously unavailable before NCAA rules changed in 2021.

The NIL market has exploded in size and scope since those rule changes, with apparel companies, beverage brands, and tech firms eager to tap into college athletes’ personal brands. Adidas securing a commitment from Smith positions them well in the competitive NIL space, especially against Nike, which has historically dominated college football partnerships.

Ohio State fans have reacted with mixed feelings. Some express pride in Smith’s ability to land a high-profile NIL deal, viewing it as a sign of the program’s talent and prestige. Others are curious about how the conflicting brand loyalties might play out during the season or in future endorsement negotiations.

From a broader perspective, Smith’s situation highlights how NIL deals can empower athletes to assert more control over their personal brands while navigating complex affiliations with university sponsors. It also raises questions about the future of exclusive apparel sponsorships at the college level and how universities and conferences might adjust policies to accommodate the evolving landscape.

This hybrid endorsement arrangement may become a blueprint for other athletes who want to maximize NIL earnings without disrupting team compliance. Athletes and their agents must become increasingly savvy negotiators, balancing team obligations with personal brand growth.

For Jeremiah Smith, the Adidas deal is not just about money — it is also about long-term career positioning. Adidas is known for cultivating relationships with athletes who they believe can become cultural icons beyond their playing days. By partnering now, Smith may gain access to Adidas resources, mentorship, and networks that could benefit him well into the professional ranks, should he pursue an NFL career.

Meanwhile, continuing to wear Nike during games ensures Smith maintains a strong connection with Ohio State and its fanbase, which is deeply tied to the Nike brand. This dual arrangement may actually amplify his marketability, allowing him to engage different audiences through varied platforms.

Experts suggest this development will prompt apparel companies to rethink traditional endorsement models in college sports. The old “all-or-nothing” approach to athlete sponsorships may give way to more flexible, multi-platform agreements reflecting athletes’ growing influence in multiple spheres.

For Ohio State’s program, Jeremiah Smith’s NIL deal signals the increasing importance of supporting players’ off-field endeavors while maintaining brand cohesion on the field. The university and athletic department have worked hard to ensure players understand NIL opportunities and how to balance them with team commitments.

Ultimately, Jeremiah Smith’s Adidas deal coupled with his on-field Nike presence epitomizes the complex, rapidly evolving world of college sports marketing. It reflects a new era where athletes hold unprecedented power and choice in building their brands and financial futures.

As the 2025 season approaches, all eyes will be on Smith—not only for his dynamic play as a Buckeye defensive back but also for how he navigates this unique brand partnership. His example will likely inspire other athletes to explore creative endorsement deals, encouraging innovation in how college athletes and brands collaborate.

In conclusion, Jeremiah Smith’s NIL deal with Adidas, despite wearing Nike gear during games, is a compelling example of how college sports marketing is adapting to new realities. It highlights the opportunities and challenges athletes face in balancing team affiliations with personal endorsements in the NIL age. Smith’s savvy navigation of these complexities positions him well for continued success on and off the field while providing a case study for others in the evolving collegiate athletics landscape.