Adidas reached an agreement to replace Nike as the athletic outfitter of the University of Tennessee, effective July 1, 2026, when the current Nike contract ends. Tennessee left Adidas in 2014 to sign with Nike, and Nike’s amended deal runs through 2026.
Adidas had partnered with the University from 1995 to 2014. The new 10-year deal covers footwear, uniforms, apparel, and sideline apparel.
“Our mission is to build the premier athletics department in the country and to lead the way in college sports. Partnering with Adidas is an ideal fit, as their mission is to be the best sports brand in the world,” said University of Tennessee Vice Chancellor/Director of Athletics Danny White. “There is no denying the resurgence of Tennessee Athletics, powered by the greatest fan base 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 fan base and the competitive edge they offer us. We refuse to partner with someone who does not feel the same way,” continued White.
“This marks an important moment for our organization as we reestablish our partnership with the University of Tennessee, which shares our commitment to providing student athletes and fans with best-in-class product and opportunities that not only elevate college athletics, but redefine the future of college sports,” said John Miller, Adidas president, North America.
“From my days rocking the orange and white to now leading on and off the court, Adidas has always had my back with the best gear and support,” said Candace Parker, two-time national champ with the Lady Vols and Adidas president of Women’s Basketball. “Seeing Adidas link back up with Tennessee feels like coming full circle. I know this partnership is going to open a ton of doors for the next generation of Vols — and I couldn’t be more hype about it.”
In addition to providing footwear, apparel and equipment for training and competition, Adidas and the University of Tennessee will offer Name, Image, and Likeness (NIL) opportunities for student-athletes across all 20 of the University’s varsity programs.
“The role of a college athletics sideline partner has changed dramatically in the 11 years since we last partnered with Tennessee Athletics,” said Chris McGuire, Adidas VP of Sports Marketing, North America. “Adidas is establishing a new standard for investment in NIL with this partnership that will sustain UT’s powerful athletics program as the university continues competing for championships for years to come.”
Adidas is working to land NIL deals with Tennessee student-athletes during the 2025/26 school year before the brand’s partnership with UT officially begins in July. Once it begins, Tennessee student-athletes will be eligible to participate in Adidas’ NIL Ambassador Network, which provides all student-athletes at Adidas-partnered Division I schools the opportunity to benefit from their NIL.
Image courtesy University of Tennessee
