Louis Bielle-Biarrey lands lucrative Adidas deal

Louis Bielle-Biarrey’s move to Adidas has strengthened his position as one of French rugby’s most valuable commercial athletes. The 23-year-old France and Union Bordeaux-Bègles winger formally joined the German brand in April 2026, after previously wearing Nike. Adidas has placed him among its premium rugby representatives.

The agreement’s length and precise conditions have not been disclosed. Didier Lacroix, president of Stade Toulousain, has put its estimated value at close to €300,000 annually, although neither Bielle-Biarrey nor Adidas has confirmed that figure. The switch had already been signalled in mid-March, when the winger wore Adidas boots during France’s match against England at the Stade de France.

Bielle-Biarrey’s rising market value has also been matched by a long-term commitment from Bordeaux-Bègles, which has extended his contract through 2029. The club is also expected to replace Kappa with Adidas as its kit supplier, creating a closer commercial link between the player and his team.

That arrangement could give UBB greater room to increase Bielle-Biarrey’s remuneration within salary-cap rules. Payments made by a shared equipment partner can be excluded from certain calculations, allowing the club to improve the winger’s deal without breaching the regulations. For Bordeaux-Bègles, retaining a France international until 2029 is therefore both a sporting decision and a strategic use of its commercial structure.