Adrian Peterson -- FIRED by Nike

Nike will no longer pay Adrian Peterson to "just do it" -- the company has fired him on the heels of the plea deal in his child abuse case.

Nike had suspended its contract with Peterson in September, right after he was arrested for hitting his son with a switch -- but today the company fully cut ties with the Vikings running back.

Nike has not said why it finally decided to 86 him altogether -- but it comes just 2 days after he entered a no contest plea to one count of misdemeanor reckless assault. So, it certainly seems tied to the conviction.