From Checks To Stripes
Ever since the Nittany Lions joined the Big 10 Conference back in ‘93, the University was run on a partnership with Nike. 33 Years later, a new age starts as Penn State has now officially transitioned to Adidas. Mixed reactions from students, fans, and alumni from all across the nation but was this change necessary? From the leaderships’ standpoint, it was a no-brainer that the school did not renew its contract with Nike and sign with Adidas for one sole reason: money. Typically in the sports branding world, brands tend to lower or match deals when renewing with schools which could be unappealing. After over 3 decades with Nike, when Adidas came around offering something that Nike could not match, Penn State signed off. Now besides the logo itself, are there any major changes?
The Adidas uniforms for the football program were revealed to not make any changes so there is no worry about whether the program will have a change in uniform. University Athletic Director Pat Kraft has stated that, “this partnership is about far more than apparel. It's a bold statement about the future of Penn State Athletics and our unwavering commitment to competing at the highest level.” With around $300 million across 10 years, the partnership between Adidas and Penn State is to help bring in NIL funds which the school can use to attract and retain top student-athletes.
Penn State is not the only school to make branding shifts in the college scene as big powerhouse schools like Tennessee, South Carolina, and Georgia Tech have also made changes similar to Penn State. Many of these moves were driven by larger apparel contracts that provide increased financial support, marketing opportunities, and resources in the evolving era of college athletics. As schools continue adapting to athlete compensation and the competitive recruiting landscape, apparel partnerships have become strategic investments that extend far beyond new uniforms.
Brandon Cho / Olde City Sports Network
Photo Credit / Michael Owen
Photos Credit / Abby Drey
Photo Credit / Penn State Athletics
