Washington's Michael Penix, Rome Odunze first football athletes to sign NIL deals with adidas

Adidas is making its first major step in college football.

The sneaker giant has signed its first two college football players in the NIL Era, inking contracts with the Washington quarterback-wide receiver duo of Michael Penix and Rome Odunze.

Since Washington is an adidas school, the athletes can easily promote the three stripes. Adidas has really started to ramp up its NIL activity in the last 18 months, launching a nationwide ambassador program and signing a handful of basketball players.

Now it’s making a statement in the college sphere, beating out competitors to sign major agreements in football.

“I couldn’t be happier to be teaming up with the adidas family, I’ve been in the three stripes my entire college career, and their support has meant a lot to me,” Michael Penix said in a statement. “I’m excited about this unique opportunity to help further the brand and I’m appreciative of their investment in my university, my teammates and myself. Adidas has shown that they’re committed to student-athletes across the country and I’m thankful to be a part of their commitment.”

adidas tabs powerful duo in Michael Penix, Rome Odunze

Finishing eighth in Heisman voting last season, Penix returned for a final year at Washington. The quarterback has emerged as a real threat to win college football’s top award after the first month of the season, with 16 touchdowns and 1,999 passing yards in just five games this season.

In his first year in Seattle, the 2022 AP Comeback Player of the Year he was the nation’s leader in passing yards per game and second in passing yards, with 4,641, setting a new UW single-season record.

Odunze has emerged as Penix’s top target again this season after leading the Pac-12 in receiving yards with 1,145 last year. The AP Preseason All-American selection has lived up to the hype with 32 receptions for 608 yards and four touchdowns.

“It’s an honor to be joining the adidas family as one of the brand’s first football NIL athletes,” Odunze said. “Adidas is committed to empowering me to shape my brand and my future, and I’m looking forward to inspiring the next generation of athletes.”

The duo will star in brand campaigns for adidas through the rest of the year. They previously signed exclusive trading card deals with Panini America. They’re not the first Washington athletes to ink agreements with adidas; Washington softball star Kinsey Fielder joined in 2022.

adidas continues to attack NIL, college sports

Adding Penix and Odunze is a smart move for adidas. Washington is 5-0 and ranked No. 7 in the nation in the most recent AP poll. The Huskies could crash the party and make the College Football Playoff this year, too. Having the quarterback-wide receiver duo heavily featured in campaigns could pay off.

All of it is just a peak of the marketing dollars adidas is spending in NIL. The adidas NIL network boasts thousands of active athletes representing over 25 sports, including hundreds of athletes from Washington across 14 sports on campus. The brand also added another signature NIL deal with Nebraska volleyball star Lexi Rodriguez in August to celebrate Volleyball Day in Nebraska.

And last month, adidas Originals debuted a collegiate collection of shoes for fans to purchase.

“Michael and Rome are two of the most promising young athletes in the country right now, and we’re thrilled to welcome them to our impressive roster,” adidas North America president Rupert Campbell added. “The U.S. has the most exciting collegiate fan and student-athlete base in the world, and we’re proud to be doubling down in sports here – including our investment in NIL and university partners to assert our position as the leading sports brand in the college sports space.”