Fitness guru Joe Wicks could land a £5million deal in a bidding war between Nike and Adidas.
The nutrition enthusiast’s popularity soared as more than a million households tuned in to his daily lockdown PE classes on YouTube.
A source told the Sunday Mirror: “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.
“Both brands have an affinity with his healthy living ethos and are desperate for Joe to endorse them.”
Nike usually broker their celebrity endorsements with sports personalities such as Michael Jordan and Rory McIlroy, while Adidas have enlisted Kylie Jenner and Kanye West.
But both now want someone to represent them as a UK ambassador.
The source added: “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.”
Joe has 3.7million Instagram followers and an army of fans with his Lean In 15 books.
With his Body Coach empire, he is already thought to be worth £14.5million.
His first book in 2015 had first-week sales of 77,000. It beat a world record held by cook Delia Smith – and sent broccoli sales soaring 25 per cent.
