In its announcement, Tennessee said that Adidas would provide "unprecedented" NIL opportunities for athletes across all 20 of the school's varsity sports. In fact, Adidas will immediately start working toward securing NIL deals with Tennessee athletes during the 2025-26 athletic season.

As Candace Parker embarked on her legendary WNBA career following her time at Tennessee, she signed an endorsement deal with adidas. After her retirement, she became the company’s president of women’s basketball.