Adidas’ NIL pipeline turns NBA rookies into brand-savvy pros

Adidas is evolving from a transactional approach to an incubation model, signing underclassmen and developing them as long-term brand partners through NIL. Rookies like Mikel Brown Jr., Darryn Peterson, and Karim López enter the NBA with campaigns, product lines, leadership training, and a built-in audience, giving them early business savviness and faster ROI for the brand.