Global sportswear giant Adidas is searching for a new sports marketing manager in Los Angeles to spearhead its efforts in the evolving world of youth and collegiate basketball. The full-time position, focused on Name, Image, and Likeness (NIL) partnerships, aims to identify and cultivate relationships with the next generation of basketball stars, securing their talent for the Adidas brand.
The role, officially titled Manager, Sports Marketing (Basketball NIL), will be based in Los Angeles and is a critical component of the company's strategy to maintain its competitive edge in the basketball market. Since the NCAA adopted new rules in 2021 allowing amateur athletes to profit from their personal brand, companies like Adidas have moved quickly to create structured programs to sign promising young players to endorsement and marketing deals. This position signals a deeper investment into that pipeline.
The manager will be responsible for executing Adidas's NIL basketball strategy across high school, grassroots, and university-level platforms. With a posted salary range of $80,000 to $105,000 annually, plus bonus opportunities, the job underscores the financial and strategic importance of securing talent early in the highly competitive sportswear industry.
Scouting the next generation
The core of the role involves scouting, evaluating, and identifying promising athletes. This process goes far beyond simply watching games. The ideal candidate will conduct comprehensive vetting of potential partners based on a variety of factors, including their on-court performance, alignment with the Adidas brand ethos, social media presence, and perceived long-term potential.
Whoever fills the role will become the primary point of contact for these young athletes, building and maintaining strong relationships not only with the players themselves but also with their agents, families, and management teams. According to the job description, this is essential to delivering a 'premium partnership experience'.
Internally, the manager will act as the 'voice of the athlete', providing crucial insights to Adidas's footwear, apparel, and brand marketing departments. This feedback will directly influence product development and storytelling for major brand campaigns, ensuring that the company's offerings resonate authentically with both the athletes and the broader basketball culture.
Navigating the new landscape
A key challenge of the position will be navigating the complex and often confusing regulations governing NIL partnerships. The manager will be required to work closely with legal teams to ensure all activities adhere to the specific rules set by the NCAA, athletic conferences, individual schools, and various state laws. This compliance aspect is critical to protecting both the athletes' eligibility and the company's reputation.
The position also demands a deep understanding of the market. The manager will be tasked with providing ongoing reports and intelligence on NIL trends, athlete performance, and the competitive landscape, identifying emerging opportunities for the brand. This strategic oversight extends to supporting grassroots basketball programming, further embedding Adidas within the community to build a sustainable talent pipeline from the ground up.
The logistical and operational duties are significant, involving the management of product allocation and forecasting for athletes, overseeing budgets and invoicing, and handling event activations. The role requires extensive travel, up to 40 per cent of the time, including evenings and weekends during peak basketball seasons, reflecting the hands-on nature of scouting and relationship management across the country.
A strategic Los Angeles hub
The decision to base this position in Los Angeles places the future manager at the epicentre of sports and entertainment. The city is a hotbed of basketball talent, home to elite university programs like UCLA and USC, a thriving high school scene, and a massive media market. This environment provides a rich pool of potential partners and marketing opportunities for the brand.
This focus on local sporting talent comes as Los Angeles prepares to host several major international events, including the Federal government to announce support for southern Ontario sport-tech sector, and the 2026 FIFA World Cup, further cementing its status as a global sports capital. The new hire will operate in a hybrid work model, with four days in the office and the option to work remotely on Fridays.
Candidates for the job are expected to have a bachelor’s degree and at least two to five years of experience in fields like sports marketing, athlete management, or collegiate athletics. A strong knowledge of the basketball industry, from the grassroots level to the collegiate ecosystem, is a must. While not required, Adidas has a preference for candidates with direct experience managing athlete partnerships or NIL programs.
Adidas is seeking to build a diverse team that reflects the communities it serves and encourages applications from all qualified individuals. The new Manager, Sports Marketing will report to a Senior Manager within the Basketball Sports Marketing division and will be tasked with building the future of Adidas basketball, one partnership at a time.
