Five-star prospect Tristen Keys made headlines this week by signing a new NIL deal with Adidas. While the agreement is financially rewarding for the high school standout, it could create a tricky situation at the college level.
Keys is committed to LSU, a program outfitted by Nike — a direct competitor to Adidas.
Despite the conflict, Keys can still promote Adidas through social media and other off-field endorsements. However, NCAA rules and LSU’s apparel contract prevent him from wearing Adidas gear during games. He’ll be required to wear Nike-branded equipment while playing for the Tigers.
LSU’s exclusive deal with Nike runs through June 2026 and brings in \$1 million annually for the athletic department. Nike will have the first opportunity to renegotiate when the contract expires.
Tristen Keys’ deal with Adidas isn’t new for LSU.
The LSU women’s basketball program is no stranger to navigating brand conflicts — a situation Tristen Keys now finds himself in. During their college careers, Angel Reese and Hailey Van Lith struck NIL deals with Reebok and Adidas, respectively, despite LSU’s Nike sponsorship. Current guard Flau’jae Johnson is signed with PUMA, while five-star recruit Bella Hines is aligned with Jordan Brand.
Keys, a five-star wide receiver and the No. 1 pass catcher in the 2026 class, could follow a similar path. He committed to LSU this past March but has maintained plans to take his official visits. Just last weekend, he was at Miami — a program sponsored by Adidas. His NIL deal with Adidas, announced shortly after that visit, has fueled speculation that a flip to the Hurricanes could be on the horizon.
He also plans to visit Alabama, Auburn, and Tennessee. Alabama has long been tied to Nike, and Auburn is transitioning from Under Armour to Nike next season. Tennessee, formerly an Adidas school, is reportedly considering a return to its old apparel partner.
There are clear benefits to aligning with an Adidas-sponsored school. It could open up more streamlined NIL opportunities, allow for collaborative promotions with future teammates, and even make branded photo shoots — like the ones Dylan Raiola has done at Nebraska — possible.
Still, many athletes have successfully juggled brand affiliations, promoting one company off the field while representing another in games. For now, Keys seems content with his Adidas deal and LSU commitment — though as with any top-tier recruitment, nothing is final until pen meets paper.
