adidas Joins Forces with Overtime Elite as Exclusive Sponsor

In a significant move for both Overtime Elite (OTE) and the sportswear giant, adidas has entered into a multi-year partnership to become the league’s exclusive apparel and footwear sponsor. This landmark agreement follows OTE’s impressive track record of sending 15 players to the professional ranks within just two years, including two top 5 NBA draft picks. The driving force behind this partnership is a shared commitment to prioritizing the needs and interests of OTE players.

This collaboration not only provides OTE players with a unique opportunity to establish relationships with adidas but also grants the brand early access to budding sports stars. Beyond supplying apparel, footwear, and on-court gear, adidas will offer OTE players various educational opportunities. These include product testing, visits to adidas headquarters, mentorship programs, and preparations for navigating Name, Image, and Likeness (NIL) initiatives.

“adidas is focused on the next generation athlete and consumer, and we’re thrilled to be aligned with a brand pushing boundaries in basketball,” said Jack Jenkins, VP, League Partnerships, Overtime. “adidas’ commitment to listening, learning and creating products that reflect the vision of the players is exactly in-line with the mission and values at Overtime Elite, making them the perfect partner for us as we push our league to new heights. 

“Our new partnership with Overtime Elite allows us to engage with and empower elite young basketball players early in their playing career,” said Eric Wise, adidas General Manager of Global Basketball. “This is a continuation of all we do to support young athletes, and doubles down on our commitment to basketball in the U.S. Additionally, this partnership will provide us an opportunity to help athletes succeed both on and off the court, while allowing rising players to experience the best of some of our products.” 

Overtime, the parent company of OTE, brings to the table its extensive digital footprint and expertise in fan engagement, extending across multiple platforms, including Amazon Prime Video. This strategic partnership with adidas not only gives OTE players enhanced opportunities but also provides the brand access to an active and highly engaged fan base. To kick off the collaboration, adidas and Overtime Elite have unveiled the brand identities and uniforms for all eight teams in the league. Moreover, adidas, an existing sponsor of Overtime’s 7v7 league (OT7), is open to exploring additional partnership opportunities with Overtime in the future.