Adidas has signed eight elite high school basketball players to Name, Image, and Likeness (NIL) deals, marking a bold step in how brands are identifying and aligning with rising stars before they reach the college level. The move reflects the growing influence of prep athletes and underscores both the impact of name image and likeness in high school sports and the accelerating growth in women’s sports.

The Adidas NIL Class:

• Caleb Holt
  A five-star shooting guard with elite athleticism and defensive versatility, poised for national dominance.

  
  

• Taylen Kinney
  A floor-leading point guard with a standout Out2Win Score of 91, known for his explosiveness and strong off-court presence.
  
  

• Kaleena Smith
  The top-ranked girls' player in her class, Smith carries an Out2Win Score of 79 and unmatched composure at the guard position.
  
  

• Kate Harpring
  A skilled scorer with natural leadership and high-level consistency, quickly rising as a force in girls’ basketball.
  
  

• Oliviyah Edwards
  A powerful, athletic forward with strong two-way potential and growing influence online.
  
  

• Bruce Branch III
  A confident scorer with size and smooth mechanics, gaining attention as a next-gen wing with high upside.
  
  

• Adam Oumiddoch
  A crafty guard with excellent instincts and creative engagement through digital media.
  
  

A Shift in How Brands Approach High School Athletes

Adidas’s decision to sign athletes at this stage is a clear indication of NIL's reach and momentum, especially as digital influence becomes a core factor in athlete-brand partnerships. The inclusion of multiple high-profile female athletes is also a strong indicator of the growth in women’s sports—not just in viewership but in commercial viability and brand value. This class of athletes isn’t just elite on the court—they’re already building identities that resonate off of it.

NIL Value is Now Defined by Data

These deals are no longer based solely on reputation or highlight reels—brands are leaning heavily on metrics. Platforms like Out2Win allow brands to evaluate athletes through performance scores, social growth, engagement rates, and demographic fit. When players like Kaleena Smith and Taylen Kinney earn NIL deals, it's because they can offer measurable impact—not just promise. In the NIL era, data-backed influence is just as important as athletic potential.

Women’s Sports Are Earning a Bigger Piece of the NIL Market

Adidas’s inclusion of three top-tier female athletes speaks to a trend that’s only growing stronger. From youth leagues to the pros, the growth in women’s sports is being matched by an uptick in NIL opportunities, brand collaborations, and digital storytelling. These young women aren’t just part of a wave—they’re leading it, reshaping how sports, visibility, and business intersect. As brands continue to diversify their athlete partnerships, high school girls' basketball is becoming one of the most dynamic spaces to watch.

The Impact of NIL Reaching the High School Level

Adidas’s decision to lock in NIL partnerships with high school basketball players reflects a clear shift in how early athlete value is being recognized—not just by fans or college scouts, but by global brands. These deals aren’t isolated stunts; they’re part of a growing model where high school athletes are now treated as emerging public figures, capable of driving engagement, shaping trends, and aligning with brand identity long before they turn pro.

By incorporating NIL into its broader grassroots strategy, Adidas isn’t just investing in talent—it’s investing in influence. These athletes are becoming brand representatives at 16 or 17 years old, participating in campaigns that stretch across digital platforms, product launches, and community storytelling. It’s a signal that NIL has moved from college campuses to the core of youth sports culture.

The effects of this will ripple beyond endorsements. As high school athletes take on roles once reserved for professionals, it challenges how teams, families, and institutions prepare them for life in the spotlight. NIL is no longer an abstract opportunity on the horizon—it’s a present reality, reshaping what success looks like at every level of the game.