When Garrett Wilson made his best “Jumpman” effect, a one-handed close area catch with his arms spread, helped the New York Jets to a 21-13 victory over the Houston Texans on Thursday night, put Adidas in a strange place. The unfathomable find was a spontaneous marketing blip; issue is, it resembled Jordan Brand, a Nike-owned clothing company that was inspired by NBA star Michael Jordan. The score capture, which was reminiscent of Odell Beckham’s one-handed get 10 years ago, drew the attention of his Jets teammates including Pro Bowl wide receiver Davante Adams, a Jordan Brand sportsman, who joked that Wilson does gain his Adidas sponsor. Wilson himself posted a picture of the capture on Instagram Friday nights with a lyric-inspired message from rapper and former Adidas companion Kanye West who took a jab at the Jumpman. Adidas later said, “he’s no going everywhere.” The Halloween viral moment brought in$ 2. 5 million in advertising value across tv, radio and internet 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 did n’t need this (visibility ) moment, but Adidas does in this climate. You simply want renowned acts. ” Adidas playfully took to social internet afterwards and wrote”‘who? , ” to a blog on X that connected the play to the Jumpman. It was the sport account’s first NFL-related article of the year that did n’t research Kansas City quarterback Patrick Mahomes, the experience of Adidas sport. The European clothing huge may try to make the most of every opportunity, whether it is as part of a print ad, a social media post, or another street showcasing their desirable star who plays in New York, despite not being the best marketing moment for the brand. “You take it how you can get it, ” Soskins added. Wilson has been playing high-point football since he was a teenager, when he was wearing Adidas, which 7-on-7 high school football games in his native state of Texas. Wilson, a former top basketball player, put on a signature moment that matched his style 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 resembles Jordan and the Jordan Brand, working for Adidas would n’t appeal to me. Although I’m sure they enjoy having the exposure, there is still a shot of the catch, which essentially resembles the Jordan logo. Wilson, who signed with Adidas before he was drafted in 2022, attracted more mainstream attention with the catch. The former Ohio State star will still be listed on the three stripes roster the following week, but it will require more than a supportive statement for him as his popularity grows. Beckham, now a footwear free agent, famously saw his popularity skyrocket after his one-handed catch, also at Metlife Stadium. His legal dispute with Nike came to an end earlier this year. As Nike adjusts to a decline in sales and assumes new leadership, Adidas is anticipated to continue to gain market share this year. According to RunRepeat, the Swoosh continues to be the industry leader, with Adidas coming in second with roughly 37 % of the revenue from football shoes last year. The occasion comes at a strange time, when more professional football players and college athletes are heavily promoted alongside footwear manufacturers and emerging names like New Balance, which unveiled its first cleat this summer. Chief marketing officer at the APP, Tom Webb, believes Adidas probably preferred a more controlled marketing setting with no indications of a competitor, but does n’t believe there will be much of an impact from a sales perspective. He makes the case that consumers are frequently loyal to multiple brands and that an unscripted moment is what counts most. “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 congratulates Wilson on his continued development as a top wide receiver in the nation’s largest media market. A little teamwork would be helpful there. Wilson had the “catch of the year, ” according to Adidas, while the Jets ended their five-game losing streak this week. It was n’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. ”