Caitlin Clark, a rising star in women’s basketball, has signed a landmark deal with Adidas, shaking up the sports sponsorship landscape. The $28 million multi-year contract makes her one of the highest-paid athletes in women’s sports, challenging Nike’s long-standing dominance.

Clark, known for her stellar collegiate career at Iowa and her growing presence in the WNBA, has captured fans and brands alike. Adidas’ investment signals a shift in how companies value female athletes, reflecting the increasing popularity of women’s basketball.

This bold move by Adidas, which also sponsors Candace Parker, positions the brand as a fierce competitor in a market traditionally led by Nike. With more viewers tuning into events like the NCAA tournaments, the demand for supporting women athletes is rising. As younger consumers favor brands that back women’s sports, companies like Adidas stand to benefit.

Nike now faces pressure to innovate and secure future partnerships, as missing out on athletes like Clark could impact their brand’s appeal among younger audiences.