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Adidas announced on Wednesday, March 23, that it has formed the Name, Image, Likeness (NIL) network for student-athletes. This will also make the company the first major sports brand to implement an extensive, fair, and broad network for students who are active in sports.
Adidas is launching this new program for young student-athletes as part of its 50th anniversary of Title IX this year. The company is hoping to achieve its long-time goal of creating an unbiased future in sports.
As per CNBC, the company’s NIL network will allow over 50,000 student-athletes to be paid ambassadors of their brand. With this, all qualified athletes will have the chance to earn a percentage of the sales that they bring at adidas.com or via the Adidas app. They will also be paid for every post they make on social media.
The footwear and sports apparel manufacturing firm said that the NIL network program is set to be launched in phases throughout the next 12 months. Adidas will start the program this fall with Black colleges and universities along with the Power Five conference partners, which are considered to be the elite in college football in the U.S.
By April 2023, the company will broaden the range to include other participating schools. Then again, Adidas did not say how much exactly the student-athletes are going to be compensated if they sign up in the program.
“At Adidas, we are committed to creating change through sport and recognize the important role student-athletes play in shaping the future,” Adidas North America’s president, Rupert Campbell, said in a press release. “Our groundbreaking NIL program advances our commitments toward building inclusivity in sport and inspires athletes to realize a more equitable world. I can’t wait to see it come to life.”
Candace Parker, an Adidas partner, described the NIL network as an incredible step that will help in the growth of women’s sports. She added that the program would definitely have an impact on the future of college athletics. Parker further commented she hopes the program will create a more balanced and sustainable ground where athletes can “feel supported and invested in as they grow in their college careers.”
