The University of Richmond athletics department and Adidas have announced a five-year strategic partnership. The deal includes a hybrid model featuring ASB Sports as direct vendor.
The new program begins July 1, 2021 and runs through June 2026.
“We are excited to announce our new partnership with Adidas,” said Vice President and Director of Athletics John P. Hardt. “Partnering with two leading companies like Adidas and ASB Sports, who have both made such a strong commitment to elevating the Richmond brand, will enhance our Spider student-athlete experience. This unique partnership will provide unparalleled support for all of our student-athletes in each of our varsity programs at Richmond.”
Adidas is the official uniform, footwear and apparel provider for more than 100 collegiate programs including Arizona State, Georgia Tech, Indiana, Kansas, Louisville, Miami, Mississippi State, Nebraska, North Carolina State, and Texas A&M.
“Providing high-quality performance products that enable championship level competition for athletes at The University of Richmond is at the forefront of our mission,” said Jayme Wisely, ASB Sports’ CEO. “We are pleased to have been selected, in joint partnership with Adidas, to be the provider of leading sports apparel and equipment that is consistent with the rich history of The University of Richmond.”
Leona Marketing Group, led by President Dan Gale, assisted Richmond in establishing its partnership with Adidas and ASB Sports.
“We would like to thank Dan and his team for their assistance in formulating this partnership,” said Hardt. “Leona provided incredible insight and intelligence as we navigated our way through this transition which puts us in-line with the top national brands through an unprecedented time in our country.”
Richmond Men’s Basketball Head Coach Chris Mooney said, “Our program is eager to partner with Adidas and we look forward to working with such a well-respected and well-known brand to take Richmond basketball into the future. Already Adidas has shown exceptional commitment to and faith in the Spiders, and on behalf of myself, my staff, and our players we are ready to start what I’m sure will be a tremendous relationship.”
Richmond Women’s Basketball Head Coach Aaron Roussell said, “I am thrilled that Adidas is making our program and department such a high priority. I have had a long history with Adidas at each of my three previous stops and they have proven to take care of our programs incredibly well on every occasion. I look forward to rejoining their team and am eager to get back into proudly wearing their gear.”
Richmond Football Head Coach Russ Huesman said, “Adidas is a legendary world-wide brand and our Spider Football program is excited to be partnered with them. We could not be more excited about the commitment Adidas has shown in our football program and it will pay dividends every single day. Our student-athletes will benefit greatly from this partnership and is just another great reason to be a Spider.”
Photo courtesy University of Richmond x Adidas
