Adidas, Bush Ink Pact

NEW YORK Adidas America said today it has signed a multi-year deal with Reggie Bush, star running back at the University of Southern California, who is expected to be the No. 1 pick at the National Football League draft on April 29.

Bush will be featured in a variety of marketing and advertising initiatives and “will play a role in the development of Adidas football and training-specific apparel and footwear,” Adidas said. A Reggie Bush signature shoe line is expected next year. Financial terms were not disclosed.

Bush initially will help promote Adidas’ Power Web Compression apparel, designed to “decrease chances for injury, improve core strength and position an athlete’s body for better athletic form and technique,” per the company.

“Reggie Bush is one of the most innovative and electrifying athletes in the sport, which makes him the perfect partner to represent our brand and highlight Power Web, the most innovative apparel technology in the game today,” Eric Liedtke, vp of marketing at Adidas America, Portland, Ore., said in a statement.

Other Adidas endorsers include David Beckham, Tracy McGrady, Kevin Garnett and Andre Agassi. 180, in Amsterdam, the Netherlands, is Adidas’ lead agency on football and soccer. The company spent more than $60 million on ads in the U.S. in 2005, per Nielsen Monitor-Plus.

Bush has also been in the news this week after the Pacific 10 Conference (of which USC is a member) said it launched an investigation regarding improprieties in housing arrangements involving the player’s family, which could strip him of his 2006 Heisman Trophy. Bush and General Motors’ Hummer division are expected to unveil a marketing deal this weekend.