Five-star recruit made headlines this week by signing a new NIL deal with Adidas—a big win for the high school standout, but one that could create some brand tension once he steps onto a college field.
Keys is currently committed to LSU, a school sponsored by Nike. While this won’t prevent him from promoting Adidas through social media and off-the-field ventures, he won’t be able to wear Adidas gear during games. NCAA rules require him to sport Nike apparel while playing for the Tigers.
LSU’s current contract with Nike runs through June 2026 and brings in $1 million annually for the athletic department. Nike will have the first shot at renewing the deal once it expires.
This isn’t LSU’s first time navigating such a brand crossover. In recent years, women’s basketball stars Angel Reese and Hailey Van Lith partnered with Reebok and Adidas, respectively. Current guard Flau’jae Johnson has a deal with PUMA, and incoming five-star recruit Bella Hines is affiliated with Jordan Brand.
Keys, who committed to LSU this past March, is still exploring his options. He recently took a visit to Miami—an Adidas-sponsored program—and announced his Adidas deal shortly after, fueling speculation that a flip to the Hurricanes might be in the works.
His upcoming official visits include stops at Alabama, Auburn, and Tennessee. Alabama has long partnered with Nike, while Auburn will switch to Nike from Under Armour next season. Tennessee, once sponsored by Adidas, is reportedly considering a return to the brand.
For Keys, playing for an Adidas school could offer added NIL benefits, such as co-branded content with teammates or photo ops in school gear—similar to what Dylan Raiola has done at Nebraska. Still, many athletes successfully balance brand affiliations, representing one label off the field and another during competition.
For now, Keys appears comfortable navigating both worlds with Adidas and LSU. Whether that holds through the rest of his recruitment remains to be seen.