Bush will announce a multi-year endorsement deal with Adidas America Wednesday morning, according to Eric Liedtke, vice president of marketing for the athletic giant. Bush's first task will be to tout the company's new Powerweb Performance apparel. Adidas is slugging it out with Nike and Under Armour for control over the fast-growing, $350 million compression wear athletic market. Coming in 2007: a signature Bush shoe by Adidas.
The projected No. 1 pick in Saturday's NFL Draft is also finalizing a marketing pact with General Motors' Hummer division that will be unveiled this weekend, according to Hummer spokeswoman Dayna Hart.
"Reggie's character has never been questioned. That's critical to us. He's a first-rate kid and a class act," Adidas' Liedtke says. "As his notoriety increases, the amount of attention he gets will increase."
Bush has already signed as a web endorser for Subway Restaurants and will sport a fancy IceLink watch Saturday. His marketing adviser, Mike Ornstein of SportsLink, says GM, Subway and other companies looking to get in business with Bush have not broken off negotiations since the housing story broke.
"This has been blown up into a big story because it's the week of the draft," says Ornstein, who also works as a consultant for Reebok, which was acquired by Adidas. "Reggie Bush didn't know anything about this. He never lived in the house."
In the race for endorsement dollars, Bush is so far outshining Trojans teammate Matt Leinart, who has a deal with IceLink, and Texas quarterback Vince Young, who will tout debit cards for NetSpend. While Bush views Leinart and Young as friendly rivals, he's focusing on the field, where he has been compared to NFL great Gale Sayers.