Texas commit and top linebacker Tyler Atkinson gifts teammates in NIL milestone

The way business is handled with athletes across the country is changing rapidly. Name, Image and Likeness deals have transformed college and now high school athletics, opening doors that would have been unthinkable a decade ago.

When Travis Hunter famously chose Jackson State over Florida State in 2021, it signaled a shift in power. Athletes began to realize their influence extended far beyond the field. Since July 1, 2021, when NIL rights officially took effect, the market has exploded, and now, high school athletes are cashing in. Thirty-nine states currently allow prep athletes to profit from NIL.

Grayson (Ga.) High School star linebacker Tyler Atkinson, the nation’s No. 1 linebacker and a Texas Longhorns commit, has become a trailblazer. Atkinson, who signed with Adidas in 2024 as the first high school player to partner with a major sportswear company, recently gifted his teammates new cleats to match the team’s updated uniforms.

During a speech to his teammates, Atkinson emphasized discipline and focus, urging the Rams to “go 1-0 every week.” His NIL partnership with Adidas not only allowed him to give back but also symbolized the evolving relationship between players and brands.

Reports indicate Atkinson will wear Adidas products off the field and participate in company events, while donning Nike gear in competition, which aligns with Texas’ apparel deal through 2030. It mirrors the arrangement Travis Hunter managed at Colorado, another Nike school, while representing Adidas personally.

Adidas’ move represents a new frontier in athlete branding, and one that could reshape apparel sponsorships for years to come.

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