Adidas AG plans to sharply ramp up its endorsements of U.S. pro football and baseball players in the next few years, as the German sportswear maker tries to gain traction in the American market.

The company’s U.S. arm has the go-ahead to sign as many as 250 National Football League players and 250 Major League Baseball players over the next three years, up from a total of fewer than 40 now, Adidas North American President Mark King said in an interview Tuesday.