Under Armour reportedly reached an 10-year deal to become the footwear and uniform provider for the University of Wisconsin-Madison. If approved, UA would replace Adidas.
The university’s board is expected to vote on the matter on Friday. Adidas has worked with Wisconsin since 2008.
Adidas confirmed that it had declined to renew its deal with Wisconsin to the Wall Street Journal.
“We evaluate our partnerships and investments to ensure they provide a high value to our brand,” Adidas spokeswoman Maria Culp wrote in an email. “We will continue to build partnerships with universities that inspire young athletes by reflecting creativity, innovation and a high performance culture.”
The Journal noted that Adidas also this summer lost the University of Michigan, which signed with Nike. Wisconsin would become the third Big Ten school to sign with Under Armour, joining Northwestern University and the University of Maryland,
The Wall Street Journal article is here.
