Ohio State’s standout wide receiver Jeremiah Smith just reshaped the NIL landscape by signing a headline-grabbing partnership with Adidas. With a breakout freshman year on the field and a booming social presence off of it, Smith is fast becoming the new face of brand-powered college athletics.

Why Smith Was the Perfect Pick

Smith closed out his first season in Columbus with 1,315 receiving yards and 15 touchdowns, including a critical 88-yard performance with a score in Ohio State’s national championship win over Notre Dame. His instant impact earned him national attention—not just from fans, but from brands seeking athletes with both game and gravity.

His digital presence tells an equally compelling story. Since arriving at Ohio State, Smith’s following has surged to over 625,000 across platforms. With a 16.4% engagement rate, 733,500 average Instagram Reel views, and a 27.99% engagement rate on Instagram alone, he’s proven to be more than just scroll-worthy—he’s brand-convertible. According to the Out2Win Athlete Intelligence Platform, Smith holds a 95 Out2Win Score, the highest of any current college football player.

Why Adidas Made the Move

For Adidas, this deal wasn’t just about performance—it was about projection. Jeremiah Smith represents a modern NIL archetype: a championship-caliber athlete with a loyal, active fanbase and visible cultural cachet. He’s also no stranger to the commercial spotlight, having already inked deals with Redbull, Epic Games, and Battle Sports, and landing on the cover of NCAA Football 26.

Bringing Smith into the fold allows Adidas to reach football fans in a fresh way—but with one big twist.

Adidas vs. Nike—The Sideline Story

Smith's Adidas deal gets even more interesting when you remember: Ohio State is a Nike-sponsored program. That means he can’t wear Adidas gear during games, practices, or official team events. Instead, Adidas will find value in the moments in between—training footage, off-season content, sponsored social campaigns—where Smith's influence is strongest.

It's a nuanced play in the ongoing Adidas vs. Nike NIL competition, and it underscores just how much creative flexibility is shaping today’s NIL strategy. Brands aren’t just competing for logo space—they’re competing for share of voice in the athlete's digital life.

A Case Study in NIL Strategy

Jeremiah Smith’s Adidas partnership is a blueprint for modern athlete-brand alignment. His 95 Out2Win Score signals an elite blend of talent and audience, while his 625,000+ followers offer massive brand exposure. The impact is amplified by his 27.99% engagement rate on Instagram, one of the highest among top-tier football players, making his sponsored content highly effective. With a national championship already under his belt and a growing list of big-name deals, Smith’s profile is as valuable off the field as it is on it.