Adidas Replaces Nike as Tennessee Athletics Outfitter in 10 Year Deal

Adidas and the University of Tennessee have announced a historic agreement that will see Adidas replace Nike as the university’s official athletic outfitter beginning July 1, 2026, when the Vols’ current Nike contract expires. After a decade with Nike, Tennessee is returning to Adidas in a 10-year deal that covers everything from footwear and uniforms to fan apparel and sideline gear, marking one of the most significant college sports apparel contracts to date.

Tennessee previously partnered with Adidas from 1995–2014, before switching to Nike. The new agreement signals a full-circle moment, with Adidas and Tennessee once again working together to elevate the program’s profile on and off the field.

Leadership Perspective: Building for the Future

“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 Danny White, University of Tennessee Vice Chancellor/Director of Athletics. “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.

On Adidas’s side, John Miller, President of Adidas North America, emphasized the alignment in values and ambition between the brand and Tennessee:

“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.”

Vols Legacy: Candace Parker’s Homecoming

Perhaps the most emotional endorsement came from Tennessee legend Candace Parker, two-time national champion with the Lady Vols and current Adidas President of Women’s Basketball:

“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. 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.”

NIL Opportunities: A New Era for Student Athletes

Beyond gear and team apparel, the partnership sets a new benchmark for NIL (Name, Image, and Likeness) opportunities. Adidas and Tennessee will offer NIL benefits to all student-athletes across the university’s 20 varsity programs, from football and basketball to soccer and track & field.

Chris McGuire, Adidas VP of Sports Marketing North America, stressed how the sideline brand role has evolved:

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

As part of the rollout, Adidas plans to land NIL deals with Tennessee athletes in the 2025/26 school year before the official partnership begins, followed by entry into the Adidas NIL Ambassador Network, which provides student athletes across all Division I schools a chance to monetize their own brand and image.

The Road Ahead

With Adidas providing the gear, uniforms, and NIL resources, and the University of Tennessee’s Vol Nation fueling excitement on every field, court, and sideline, the new partnership aims to set a standard for collegiate athletics, combining heritage, innovation, and opportunity for the next generation of Vols.