Tennessee Athletics announces 10-year apparel deal with Adidas

Tennessee Athletics has entered into a 10-year deal to make Adidas the official apparel provider of the Vols and Lady Vols. Tennessee Football last wore Adidas in 2014 and spent the previous 10 years with Nike. 

Terms of the contract have not and will not be disclosed. Tennessee Athletics will begin wearing Adidas uniforms in the fall of 2026.

“This marks an important moment for our organization,” JohnMiller, president of Adidas North America, said in a press release, “as we reestablish our partnership with the University of Tennessee who 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.”

NIL investment part of Tennessee’s deal with Adidas

Investing in Name, Image and Likeness played a role in Tennessee’s decision to go with Adidas.

“The role of a college athletics sideline partner has changed dramatically in the 11 years since we last partnered with Tennessee Athletics,” said ChrisMcGuire, Adidas Vice President 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.”

The announcement also promised “to uphold the rich traditions of the University of Tennessee’s athletic history while bringing new energy and industry-leading resources to the storied UT brand.”

“Our mission is to build the premier athletics department in the country and to lead the way in college sports,” Tennessee athletic director DannyWhite said. “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 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.”

Tennessee’s creative team ‘will retain primary’ uniform design

Tennessee’s creative team, according to the press release, “will remain the primary driver of uniform design throughout the partnership” with Adidas “will collaborate closely with Tennessee Creative, lending the brand’s design expertise and innovative products to elevate the signature look of the Tennessee Volunteers.”

“From day one of these conversations,” Alicia Longworth, Tennessee’s deputy athletic director and chief marketing officer, said, “Adidas has assured us that the existing design ethos of Tennessee Athletics is critically important to their ambitions for our brand.

“We see immense potential in leveraging Adidas’ legacy in culture and sport to further enhance the work of collegiate athletics’ most talented creative team.”