Tennessee athletics is officially making the move back to adidas beginning in the 2026-27 athletic year, the university announced Wednesday afternoon. The partnership begins on July 1, 2026 and runs for 10 years, effectively through the 2035-36 athletic year.
“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,” Tennessee Director of Athletics Danny White said in a statement. “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.”
White’s statement hits the key reason why a reunion between Tennessee and Adidas came to fruition. Multiple reports indicated that Adidas’ offer was significantly higher than Nike’s. Tennessee’s athletic director has often emphasized the connection between finances and winning in modern college athletics and the new contract with Adidas will certainly increase the Vols’ financial competitiveness.
Adidas even noted that it is committed to supporting Tennessee athletics’ NIL as the Vols join Texas A&M, Miami, Nebraska and Kansas as the top schools repping the three stripes.
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“The role of a college athletics sideline partner has changed dramatically in the 11 years since we last partnered with Tennessee Athletics,” adidas Vice President of North America Sports Marketing Chris McGuire said. “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 release does not state the specific financial terms of Tennessee athletics’ deal with Adidas.
Tennessee previously partnered with Adidas from 1995-2015 during a stretch that saw Tennessee football win the 1998 National Championship and the Lady Vols’ basketball program win National Championships in 1996, 97, 98, 2007 and 08. Tennessee made the switch to Nike beginning July 1, 2015 and wore the famous swoop while winning the 2024 College World Series.
Nike did a much better job with Tennessee’s jerseys over the last decade than Adidas did in its last run. Adidas dressed the Vols and Lady Vols in some terrible jerseys from 1995-2015, leading to many fans fearing a return to the three stripes.
Adidas and Tennessee emphasized their commitment to getting the Vols’ and Lady Vols’ uniforms right as they renew their partnership next summer. The Tennessee Creative team will remain the primary designer of the university’s uniforms.
“From day one of these conversations, adidas has assured us that the existing design ethos of Tennessee Athletics is critically important to their ambitions for our brand,” University of Tennessee Chief Marketing Officer Alicia Langworth said in a statement. “We see immense potential in leveraging adidas’ legacy in culture and sport to further enhance the work of collegiate athletics’ most talented creative team.”
On top of uniforms, Adidas will release a bounty of new Tennessee specific apparel when the partnership becomes official next summer.
