Gridiron Kicks Spotlight: How adidas Football is Gaining Traction On Nike

words // Pierce Simpson:

Twenty-Six seconds remained on the clock during Super Bowl XLIX. Night fall within the Arizona desert had already commenced as the radiant rays from the stadium lights cast vibrantly upon what would be arguably the most defining play in two franchises’ history.

With the world anticipating a surefire hand-off to the league’s most menacing, yet mild-mannered back in Marshawn Lynch, quarterback Russell Wilson stood poised in the shotgun formation. After the snap, his drop-back was measured and concise, like the makings of a well-trained musician counting notes: One step, Two Step, Three Step; throw.

In the blink of an eye, things changed. Lives changed. Malcolm Butler ascended and Offensive Coordinator Darrell Bevell became questioned. Butler’s miraculous interception would provide finality to the 2014-2015 campaign and begin the off-season to all 32 teams and various entities; except for one, it seems.

And that’s adidas Football.

Since the start of the 2015 calendar year, adidas Football has been in full swing, acquiring talent and introducing new products. With the 2014-2015 season featuring a bevy of highs and lows, it was evident that the Three Stripes insignia needed to make headway within the U.S. market as the likes of Under Amour and Nike continued to be dominant players within the industry. After a season in which headline endorser Robert Griffin III regressed and running back DeMarco Murray emerged, adidas effectively stayed in the headlines, to some degree.

However, since Malcolm Butler’s interception within the desert of Glendale, adidas Football has dominated. For starters, for the second season in a row, the brand has been the headline of the combine by offering incentives to prospective candidates that run the fastest 40-time in adidas models. Last season, New Orleans Saints wide receiver Brandin Cooks took the honors, bringing home a cash prize of $100,000, but he eventually signed with Nike. This season, the same cash prize was offered, however, adidas Football secured plenty of talent, with the likes of Kevin White, DeVante Parker, Trae Waynes, Tevin Coleman and Dorial Green-Beckham. Each of those players are potential top-tier first round picks this Thursday.

Dorial Green-Beckham, Trae Waynes, and Kevin White

After that incredible showing at the NFL combine, the true mark of the off-season began; and that was NFL Free Agency. With adidas understanding the likelihood of running back DeMarco Murray garnering a large deal, their sights were set on showcasing the reigning NFL Offensive Player of the Year — and then the trade happened. On March 10, 2015, Tight End Jimmy Graham would join the Seattle Seahawks, in a shocking move that would further bolster the reigning NFC champs. Two days later, in an unprecedented manner, DeMarco Murray would ink a $42-million dollar deal with division rival the Philadelphia Eagles. Yet another month headlined by adidas Football athletes.

With February and March providing plenty of coverage for the adidas Football brand, April showed signs of temperament as Nike would announce the signing of Jameis Winston and Marcus Mariota — undoubtedly two of the best prospects within the 2015 NFL draft. However, as I conceded a victory to Nike in this case, check out what Jameis sported during his impressive combine, the adidas Uncaged model. Yet another battle won. 

While Nike remains the lead dog and Under Armour is providing a strong candidacy for number two, adidas Football is right there and has arguably had the greatest off-season of the three brands. With high school football emerging and adidas having a strong pulse on that, specifically unveiling “Texas” inspired cleats, the Three Stripes brand is doing their best Darrelle Revis impression, covering Nike on all bases.

Aside from the notable facts depicted previously, adidas Football’s ability to embrace the players’ creativity is interesting. Their utilization of custom artists like SolesBySir and Mache275 has also drawn rave reviews, to the chagrin of various former Nike athletes, such as Warren Sapp.

As the new season approaches, adidas’ new roster of talent is very formidable, as the likes of Sammy Watkins, Martavis Bryant, Von Miller and Ryan Tannehill enter their respective primes and the next steps in their careers. As many would agree, it’s safe to say that adidas Football may never reach the level of imprint that NFL apparel-sponsor and footwear giant Nike is at in regards to overall impact. However, the case should be made that adidas is right there. With several months of intriguing storylines made by their sponsored athletes, there is a certain cache with adidas Football at the moment. A certain cool factor that permeates and allows adidas to do what they want, how they want.

Only time will tell how adidas Football measures up, but one thing is for certain, they’re gaining steam on the competition.