The "all else being equal" part seems to be losing some of you.
Let's say a recruit really likes 2 schools and is having trouble choosing between them. Both offer similar NIL deals, both have great tradition, he likes both coaching staffs, etc. However one is a Nike school and one is an Adidas school! Thats where little things like apparel branding can really make a difference and Nike IS the preferred brand by most young athletes. Not all. But most! In scenarios like the one I illustrated above, the law of averages tells us the recruit is going to pick the Nike school most of the time!