It has been quite the tumultuous week across the basketball sneaker industry, especially revolving around Name, Image, and Likeness (NIL) deals. Footwear titans Adidas, Nike, and their sub-brand, Jordan Brand, all unveiled new partnerships with high school and college stars, making headlines and setting new marks for partnership history.
Jordan Brand led the charge this week by announcing Bella Hines, a standout 5-star recruit from ABC Prep High School in Albuquerque, New Mexico, as their sole current high school NIL partner. The talented 5'9" scoring guard just signed with LSU, joining what many call the top-ranked recruiting class of the nation, alongside three other 5-star prospects.
Hines isn't the first to make waves on the recruiting circuit for Jordan Brand. She follows closely behind future LSU teammate Mikaylah Williams, who inked her deal with the brand earlier this year, as well as Kiki Rice, who became the first Jumpman NIL athlete during her high school years at UCLA. “Where I’m from, not a lot of people have this opportunity, so I feel like I bring hunger and grind. I feel like I bring a different type of spice to Jordan,” Hines explained during her introductory interview.
Meanwhile, Adidas made headlines by signing their first girl’s high school player: 16-year-old Kaleena Smith from Ontario Christian High School, California. Notably, Smith is not just any player; she is also part of the 2024 USA Women's U17 National Team and has earned the title of the 2023-2024 Girls Basketball MaxPreps National Freshman of the Year.
With her recent retirement and change of focus, former WNBA star Candace Parker, now the President of Women's Basketball at Adidas, has taken swift action to help build the brand’s credibility within women’s sports. She expressed her excitement about signing Smith, asserting, “When I think about the future of women’s basketball, it’s clear it’s in good hands with hoopers like Kaleena. Not only is she a tenacious competitor on the court, but she’s also someone who understands what’s required of it and is committed to putting in the work.”
Wrapping up the week's big reveals, Nike showcased its impressive roster of young talents, including high school and collegiate players set to shine on the future WNBA and NBA Draft stages. The global sports leader announced talents like Jazzy Davidson from Clackamas High School, Jerzy Robinson from Sierra Canyon High School, and AJ Dybantsa from Utah Prep High School, all of whom join current Rutgers freshman duo Ace Bailey and Dylan Harper on Nike’s NIL roster.
Bailey and Harper are eyed as potential top selections for the 2025 NBA Draft, and Dybantsa is anticipated to be the first overall pick come 2026. Davidson has already committed to join fellow Nike athlete JuJu Watkins at USC next year, whereas Robinson, the top recruit from the 2026 class, is still weighing her options for college.
Nike made waves not just with player signings but also through their marketing campaign, featuring all new recruits narrated by NBA superstar Kevin Durant. The video forms part of Nike's bold, if controversial, “This Family Isn’t For Everyone” initiative.
For basketball fans eager to keep up with the latest athletic footwear news, they can follow the Sports Illustrated's Kicks On SI, which gathers all the latest happenings across high school and college basketball ranks.
From the hip hop of NIL deals to the strategy of marketing these star athletes, it’s becoming evident how youthful talent influences the sneaker industry. Each brand effort reflects not only their commitment to fostering future stars but also serves as a launchpad for these young athletes who are quickly becoming household names.
