After 12 seasons with Nike, the University of Tennessee athletic department announced on Wednesday a 10-year partnership with adidas that will begin next July.
“Our mission is to build the premier athletics department in the country and to lead the way in college sports,” athletic director Danny White said in a statement. “Partnering with adidas is an ideal fit, as their mission is to be the best sports brand in the world.
“There is no denying the resurgence of Tennessee Athletics, powered by the greatest fanbase in all of sports. Our strong licensing numbers, impressive television ratings and sold-out venues all reflect this. adidas recognized our potential and responded with one of the best apparel deals in the history of college sports, prioritizing Vol Nation and the Tennessee brand.
“This partnership provides us with a significant advantage in the ever-evolving landscape of college sports. We take pride in our fanbase and the competitive edge they offer us. We refuse to partner with someone who does not feel the same way.”
The Volunteers were originally outfitted by adidas from 1997 until they signed with Nike in 2014, and while the financial terms weren’t disclosed, they’ll be considered the manufacturer’s flagship program when the new deal begins next summer.
As such, adidas will offer “unprecedented” Name, Image and Likeness opportunities to student-athletes across all 20 of Tennessee’s varsity sports programs as soon as the 2025-26 school year.
The apparel manufacturer will also allow the Volunteers’ talented in-house creative team – which spearheaded the “Smokey Grey” uniform series – to lead their own uniform design process moving forward.
With that, Tennessee now becomes the first power conference program to leave Nike for adidas since Washington traded the Swoosh for the “Three-Stripe Life” in 2019.
“This marks an important moment for our organization as we reestablish our partnership with the University of Tennessee, who shares our commitment to providing student-athletes and fans with best-in-class produce and opportunities that not only elevate college athletics, but redefine the future of college sports,” adidas president John Miller said.
Photos courtesy of @Vol_Sports on X/Twitter.
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