Adidas’ talented roster of athletes signed to name, image, and likeness deals recently got even bigger with the addition of a player still competing in the high school ranks.
The apparel brand recently announced a partnership with the class of 2025 basketball player Darryn Peterson. The Huntington Prep (W. Va.) guard is the first high school athlete to sign with the company.
Peterson and Adidas recently announced the partnership in an Instagram post.
“I’m extremely proud to join an elite group of athletes with Adidas,” Peterson said in the post. “I look forward to working with the team as I embark on this pivotal moment in my career.”
Peterson joins the elite company on the company’s NIL roster, which features University of Washington quarterback Michael Penix Jr. and wide receiver Rome Odunze, and LSU women’s basketball guard Haley Van Lith.
“Darryn is an all-star athlete and at such a young age embodies what Adidas Basketball is all about,” Adidas basketball’s global general manager Eric Wise said. “We cannot wait to see what the future holds and welcome him into the 3 Stripe family.”
Peterson is ranked as the third-best basketball player in his class, according to 247Sports.com. The guard played a pivotal role in Team USA U-16 winning a gold medal this past summer in Mexico City, Mexico. Although Peterson is a native of Ohio, he transferred to Huntington Prep in August because of West Virginia’s laws that allow high school athletes to take advantage of their NIL.
Observing whether other sportswear brands will follow suit and extend similar NIL deals to highly sought-after high school athletes will be intriguing. This trend could significantly reshape the landscape of sports marketing, with athletes gaining increased autonomy over their brands even earlier in their careers.