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Five-star recruit Tristen Keys made some NIL noise this week by inking a new deal with Adidas. The partnership, while lucrative for the high school star, could present an awkward dynamic at the next level.
Keys is committed to play college football at LSU. The Tigers are currently sponsored by apparel rival Nike.
That arrangement won’t have an impact on Keys’ ability to market Adidas products. He can still advertise with the company on social media and through other off-the-field opportunities.
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With that being said, he will not be able to wear the product that he’s marketing during college football games. Keys must don Nike when suiting up for the Tigers.
LSU is locked into a partnership with Nike that runs through June of 2026. They’ll have the first chance at negotiations at contract’s end. That deal pays out $1 million per year for the athletic department.
Tristen Keys’ deal with Adidas isn’t new for LSU.
In fact, it’s a situation the Tigers’ women’s basketball team has been navigating for some time. Former stars Angel Reese and Hailey Van Lith partnered with Reebok and Adidas, respectively, while on campus.
Current guard Flau’jae Johnson has a deal with PUMA while five-star recruit Bella Hines is tied to Jordan Brand.
Tristen Keys could do the same with the Tigers. He committed to play football in Baton Rouge this past March. Despite the pledge, he intends to follow through on his upcoming official visits.
The top-ranked pass catcher in the 2026 recruiting class was at Miami last weekend. Interestingly enough, the Hurricanes are an Adidas-sponsored school. With Keys’ NIL announcement coming just days after his time on campus, some reading the tea leaves are predicting an imminent flip to the Hurricanes.
Other stops on Keys’ schedule include Alabama, Auburn, and Tennessee. Alabama has long been a Nike school. Auburn will follow suit next season after moving on from Under Armour.
Tennessee, a former Adidas school, is in the midst of a potential switch from Nike. A return to their former sponsor is on the table.
Playing for an Adidas-branded team could offer certain pros that other programs can’t. NIL opportunities might grow. Keys might have the chance to advertise alongside future teammates as opposed to on his own. He could also pose for photo ops in his college gear, ala Dylan Raiola of Adidas-sponsored Nebraska.
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Then again, there have been plenty of others to rep one brand on the field and another off of it. In most cases, it seems to have treated them just fine.
Tristen Keys appears on that path with his Adidas and LSU affiliations. We’ll see if anything changes throughout the remainder of his recruitment.