Joe Wicks is ‘at the centre of a £5million bidding war’ as Nike and Adidas fight over the star

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JOE Wicks is at the centre of a £5million bidding war between Nike and Adidas, it has been reported.

The 33-year-old star has seen a surge in popularity thanks to his daily PE lessons, which have proven to be a hit with children and adults alike.

Joe is at the centre of a lucrative bidding war
PA:Press Association

Now the sports brands are battling it out to secure the fitness guru as their UK ambassador in a big money deal.

A source shared: “Joe often wears Nike in his videos and now they want to tap him up – but they’re competing with Adidas, who have also been impressed by his influence.”

The insider added that they are both “desperate” to secure Joe, continuing to The Sunday Mirror: “Money is no object, Joe will make at least £5million with this brand endorsement.

“He knows his worth and needs to get this deal bang on the money. He’s usually very careful about sponsorship but as he already wears products from both brands it makes sense.”

Both Nike and Adidas want Joe as their UK ambassador
Getty Images – Getty
The star is weighing up his options
Getty Images – Getty

Nike and Adidas are both known for their huge celebrity endorsements, with the former working with stars such as Michael Jordan in the past.

Meanwhile, Adidas is represented by the likes of Kylie Jenner and Kanye West – meaning that Joe will be in good company either way.

The news comes just days after The Sun Online revealed that TV bosses are racing to sign up Joe and his wife Rosie for a show before the sportsman secures a deal with I’m A Celeb or Strictly Come Dancing.

The couple are expected to be inundated with offers from producers to become permanent fixtures on television after Rosie proved to be just as much of a hit when she stood in as Joe’s “supply teacher” earlier this month.

Joe and his wife Rosie are also set to secure a huge TV deal


A TV source told us: “Joe and Rosie are the hottest couple of TV at the moment and have massive appeal. They have loved working together and would really enjoy more opportunities.

The source added that the pair have received some big deals to transfer their YouTube workouts onto mainstream TV.

They are also being tipped for slots on shows like This Morning – where they could stand in for Holly and Phil or the BBC’s the One Show which regularly showcases new presenting talent.

Joe, who has a successful personal-training empire and writes recipes, is also expected to also rush-out a new book before the end of the year.