After he led the Kansas City Chiefs to another Super Bowl victory, NFL quarterback Patrick Mahomes dominated headlines. He simultaneously worked to solidify his position as a media darling; he has ranked as the most marketable NFL player for several years, as his athletic achievements have continued to grow. In response, adidas is looking to capitalize on his appeal, by making Mahomes the face of its brand. The company has already released a line of sneakers named after the quarterback, which feature a popular, retro-inspired style. 

These immediate product introductions represent only part of a much larger plan. Adidas reportedly hopes to build out its partnership with Mahomes to resemble the game-changing connection between Nike and Michael Jordan. For Mahomes, such a strategy would imply widening his commercial appeal, to the point that he might transcend success in just one specific sport. 

Thus, adidas has featured Mahomes in a range of affiliate campaigns, including an uplifting television spot entitled “You Got This.” The commercial, in which Mahomes helps a young player prepare for a critical moment in a game, played strongly on his personal appeal, while linking adidas closely to the heartwarming scene. 

At the same time, adidas has invested significantly in other areas of the athlete’s life. The company signed a ten-year sponsorship with Mahomes’s college alma mater, committing to supply footwear, uniforms, apparel, and accessories to Texas Tech football players. Moreover, adidas has offered partnership opportunities to all of the university’s eligible players, through the NIL Ambassador Network, which gives student-athletes more chances to benefit from sales of products associated with their names, images, and likenesses.

To amplify such messaging, adidas is exploiting highly visible events. During Super Bowl LVIII in Las Vegas, a video of Mahomes featured throughout the weekend, playing at the center of the busy city and projected onto the new Sphere arena. At the start of the game, close-up shots of the quarterback clearly displayed his adidas sneakers, the three stripes clearly visible.

By the time the game was over, and confetti rained down, Mahomes had won his third Super Bowl ring. As the celebration continued, adidas released a promotional congratulations on his historic victory … while also announcing the rollout of the Mahomes 2 sneaker.

Discussion Questions 

1. In addition to the Super Bowl, what other high-visibility events might adidas use to promote its partnership with Patrick Mahomes?
2. How can adidas continue to build on athletes’ appeal off the field?

Sources: Pat Benson, “How Adidas Upset Nike to Win NFL Super Bowl LVIII,” Sports Illustrated, February 12, 2024; Peter Verry, “Adidas Is Now a Partner of NFL Star Patrick Mahomes’ Alma Mater, Texas Tech University,” Yahoo Sports, July 1, 2024; Trevor Moss, “Can Adidas Make Patrick Mahomes Into Its Michael Jordan?” The Wall Street Journal, October 19, 2024