Ryan Williams’ NIL Deal With Nike Earns Two-Word Reaction From Former Cowboys Star

Jul 18, 2025 11:03 AM EDT

Alabama Crimson Tide star wide receiver Ryan Williams just added another major milestone to his already impressive resume, signing a name, image and likeness (NIL) deal with Nike. The Alabama pass-catcher is one of the newest young stars backed by the iconic swoosh, and the move is making waves across the college football landscape.

Williams has already established himself as one of the most explosive and marketable players in college football. Now, with Nike backing him, his brand is set to grow well beyond the field.

This deal comes just days after Ohio State Buckeyes receiver Jeremiah Smith, another elite wideout, announced a surprising partnership with Adidas despite playing for a Nike-sponsored school.

Smith’s “Three Stripes for life” post on social media turned heads, especially considering Ohio State’s massive $252 million sponsorship extension with Nike that runs through 2033.

The Smith-Adidas pairing drew criticism from former Dallas Cowboys wide receiver Dez Bryant, who said, “Nike about to lose all credibility. How did they lose Jeremiah Smith to Adidas?”

But when the Ryan Williams news dropped, Bryant seemed to change his tune, at least a bit. He returned to social media with a short, punchy reaction: “Nike counter.”

Alabama wide receiver Ryan Williams inked an NIL deal with Nike, and former Dallas Cowboys wideout Dez Bryant is happy to see it. — Source: © Gary Cosby Jr. / USA TODAY NETWORK via Imagn Images

Bryant’s comment summed up what many fans were already thinking: Nike wasn’t going to let the Smith deal go unanswered. Landing Williams, a dynamic playmaker with superstar potential, sends a clear message in the ongoing NIL arms race between Nike and Adidas.

For Williams, this is just the beginning. And for Nike, it may be a sign they’re ready to reclaim momentum in the battle for the next generation of football icons.