Starting July 1st, 2027, the University of Utah’s 19 athletics teams and fans will be fitted with Adidas apparel, footwear and uniforms. Additionally, once the partnership begins, all Utah student-athletes will be eligible to participate in Adidas’ wide-ranging NIL Ambassador Network, which gives all student-athletes at Adidas-partnered Division I schools the chance to benefit from their name, image and likeness.
Previously, the U had a long-standing relationship with Under Armour, and has been with Under Armour since 2008 for football and athletic department-wide since the 2011-12 season. The school signed a ten-year extension worth $65 million to the university in 2016.
Why Adidas?
U of U Athletics Director, Mark Harlan, explained that the school strives for excellence in all that it does and Adidas will be a partner that can contribute to this greatness. “Adidas has an innovative spirit, a keen understanding of the power of sports and of the needs of athletes, and in this new era of intercollegiate athletics, we couldn’t ask for a better partner. I am grateful to the Adidas team for their commitment to serving our Utah student-athletes and for creating unique licensed apparel that will energize our fans and supporters.”
“The University of Utah has established a premier athletic program that commands national respect and shares Adidas’ commitment to elevating student-athlete performance and fan experiences. We are proud to partner with the Utes and are excited about what we can accomplish together in the years to come,” said John Miller, Adidas President of North America, in a statement.
Benefits
Adidas continues to expand into sponsoring college sports, with 15 schools now under contract, including fellow Big 12 schools Kansas, Arizona State, and Texas Tech. Other notable Adidas schools include Miami, Penn State, Tennessee, and Indiana.
Shoe wise, Adidas is a big upgrade from Under Armour. On the basketball court, exceptional shoe lines from athletes like James Harden, Donovan Mitchell, Damian Lillard, and Anthony Edwards will be available, with the Adidas celebrated Adizero line to bring a fresh new look to football cleats for the Utes.
Concern with the partnership
There is concern, however, about attention. Utah went from being one of a handful of major Under Armour partner programs in the Power 5, to one of 37 schools in the Adidas portfolio. Moreover, Adidas just signed the Tennessee Volunteers and Penn State Nittany Lions to massive contracts. Utah will not be as high a priority for Adidas as it was for Under Armour.
