Adidas and the $13 Million Power Play in Miami-Dade: A New Era for High School Sports Branding

Adidas has signed a landmark five-year, $13 million contract with Miami-Dade County Public Schools, making it the exclusive supplier of athletic apparel and equipment for 41 high schools. This deal, which includes naming rights to Traz Powell Stadium, embeds Adidas deeply within the region’s sports programs and positions the brand to build early loyalty among top athletic talent. While not a direct NIL (Name, Image, and Likeness) agreement, the partnership sets the stage for future endorsements as Florida now allows high school athletes to benefit from NIL deals. The move signals a new era where corporate partnerships extend beyond uniforms to shape athlete branding and influence the evolving high school sports landscape.