Garrett Wilson put Adidas in a peculiar position when he performed his best “Jumpman” impression, a one-handed end zone catch with his legs spread that helped lift the New York Jets to a 21-13 win over the Houston Texans on Thursday night.
The improbable catch was an unscripted marketing moment that brands dream about – problem is, it resembled the iconic logo of Adidas’ competitor, Jordan Brand, a Nike-owned apparel company inspired by NBA legend Michael Jordan.
The touchdown grab, which was reminiscent of Odell Beckham’s one-handed catch 10 years ago, drew the attention of his Jets teammates including Pro Bowl wide receiver Davante Adams, a Jordan Brand athlete, who joked that Wilson might lose his Adidas sponsorship. Adidas released a statement saying, “he’s not going anywhere,” and Wilson himself posted a photo of the catch on Instagram Friday night with a lyric-inspired caption from rapper and former Adidas partner Kanye West who took a jab at the Jumpman.
The viral moment on Halloween generated $2.5 million in media value across television, radio and online news, according to Apex Marketing Group. “[Adidas] just needs people talking about their guy,” former Adidas marketing guru Zach Soskins said in an interview. “Jordan didn’t need this (visibility) moment, but Adidas does in this climate. You just always want iconic plays.”
Adidas lightheartedly took to social media afterward and wrote”‘who?” to a post on X that tied the play to the Jumpman. It was the football account’s first NFL-related post of the season that didn’t reference Kansas City quarterback Patrick Mahomes, the face of Adidas football. While it wasn’t the ideal marketing moment for the brand, the German sportswear giant will attempt to take advantage where it can whether as part of a print ad, a social media post or another avenue showcasing their marketable star who plays in New York.
“You take it how you can get it,” Soskins added.
Wilson has been high-pointing footballs since his adolescent years when he was wearing Adidas, which 7-on-7 high school football tournaments in his home state of Texas. A former standout basketball player, Wilson delivered a signature moment that is consistent with his game while wearing all black cleats. From the footage, though, it can be difficult to identify if they’re indeed branded Adidas cleats. However, Wilson’s Adidas gloves are more visible.
“I would totally have mixed emotions,” Twelve Consulting principal Howe Burch said in an interview., because they’re comparing it to the OBJ catch. If the narrative is that it’s reminiscent of Jordan and the Jordan Brand, that wouldn’t sit well with me if I worked for Adidas. I’m sure they love having the exposure, but it’s a still a shot of the catch which essentially is the Jordan logo.”
Wilson, who signed with Adidas before he was drafted in 2022, received a boost in mainstream attention with the catch. While the former Ohio State star will still be on the three stripes roster next week, it’s going to take the company more than a supportive statement to keep him there as his profile grows. Beckham, now a footwear free agent, famously saw his popularity skyrocket after his one-handed catch, also at Metlife Stadium. His relationship with Nike ended in a legal battle earlier this year.
Adidas is expected to continue to gain market share this year as Nike navigates a decline in sales and transitions to new leadership. The Swoosh remains the category leader with Adidas finishing second with roughly 37% of football shoe revenue share last year, according to RunRepeat. The moment comes at a peculiar time where more football players, both in pro and college, are being marketed heavily alongside footwear companies and emerging brands like New Balance, which released its first cleat this summer.
Tom Webb, chief marketing officer at the APP, believes Adidas probably preferred a more controlled marketing environment where there are no signs of a competitor but doesn’t think there will be much impact from a sales perspective. He makes the point that consumers are often loyal to multiple brands and that an unscripted moment is what’s most important.
“Social media has really given us an opportunity to capitalize,” he said in an interview. “What drives fans and sponsors to the sport is unpredictability.”
Adidas hopes Wilson can continue to elevate into a star wide receiver playing in the nation’s biggest media market. Some team success would assist there. The Jets snapped their five-game losing streak this week while Wilson had the “catch of the year,” according to Adidas. It wasn’t how the brand would’ve scripted it, but a win is a win sometimes if the engagement is plentiful.
“The question is what do they do with the moment,” Burch added. “It’s an opportunity to leverage. You don’t want to use the imagery that’s reminiscent of Jordan, but I’m sure they’re smart enough to figure it out.”
