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Adidas Secures Three Top Draft Picks, Including First Mexican First-Rounder

6/26/2026

42 10 Full Breakdown

Summary

Story summary

Brooklyn Nets drafted Mikel Brown Jr. sixth overall in 2026 after his Adidas NIL deal at 17.
The Utah Jazz took Darryn Peterson second overall, signing him to an Adidas shoe contract before he played.
Adidas signed Karim López at 17 during its 2025 Eurocamp, making him the NBA’s first Mexico-born first-round pick.
Cam Mason said Adidas builds relationships with prospects and provides a curriculum of design, leadership and brand training.

History

Historical Context

After Nike turned Michael Jordan into a global brand with a 1984 deal, it escalated its basketball strategy by signing rookie LeBron James in May 2003 to a seven-year, $90 million contract. That landmark agreement showed the value of securing high-school talent and paved the way for today’s trend of brands signing teens before the NBA draft, intensifying competition for young prospects.

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Story summary

Brooklyn Nets drafted Mikel Brown Jr. sixth overall in 2026 after his Adidas NIL deal at 17.
The Utah Jazz took Darryn Peterson second overall, signing him to an Adidas shoe contract before he played.
Adidas signed Karim López at 17 during its 2025 Eurocamp, making him the NBA’s first Mexico-born first-round pick.
Cam Mason said Adidas builds relationships with prospects and provides a curriculum of design, leadership and brand training.

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