Adidas deal to be finalized today per Chris Low

[SayUWantAreVOLution]

Adidas is terrible. It was the last time. For anyone liking this try taking a look at all of their current mediocre offerings for their handful of schools.

Swag does matter.

Adidas is paying $13.5 million or so more per year than Nike was offering, supposedly.

Nike didn't counteroffer or negotiate or anything. They walked away from UT.

You'd be in favor of UT taking a lousy deal for swag?

 

[Brave Volunteer]

Adidas is paying $13.5 million or so more per year than Nike was offering, supposedly.

Nike didn't counteroffer or negotiate or anything. They walked away from UT.

You'd be in favor of UT taking a lousy deal for swag?

You're right from a sheer financial standpoint. I cant be mad at DW for taking the deal. It just sucks that Nike doesnt value our brand enough to want to fight to keep it.

 

[Vol865]

Adidas is terrible. It was the last time. For anyone liking this try taking a look at all of their current mediocre offerings for their handful of schools.

Swag does matter.

Money matters more

 

[UTwild82]

I've probably missed it, but do we know what the numbers of this deal are vs what we currently have with Nike?

 

[Kylo]

Garbage. Tennessee doing Tennessee things before the season even starts.

 

[Vol865]

For what it's worth, Texas Tech has Adidas now and their unis look better than they ever have.

 

[SayUWantAreVOLution]

You're right from a sheer financial standpoint. I cant be mad at DW for taking the deal. It just sucks that Nike doesnt value our brand enough to want to fight to keep it.

It's said Nike is moving away from college as a business sector. IMO, perhaps Knight is trying to help Oregon via not being competitive in the college market. Who knows?

What we can't do is take a lousy apparel deal with a company that doesn't care. It's up to Danny White and the UT staff to create designs for Adidas to give us what we want.

I suspect, if Nike really is leaving the college market, Adidas will see $$$ in college apparel sales and be ready to oblige.

 

[adam.vol]

Maybe it's BVS (Battered Vol Syndrome), but I can see us on the losing end of recruiting battles over this.

It is BVS and you are right to trust your instincts. “Fool me once..”

It's actually important. A significant amount of the fanbase buys Tennessee stuff from their brand apparel. Not everyone can go to Alumni Hall and buy 2 t-shirts for $30. People want to buy UT's brand stuff. And while not always the case, Adidas had some poor design and quality at the end of the contract that has resonated with people.

The unattractive product is what scares me most about Adidas. This is a long term deal and it was insufferable near the end of the last deal with Adidas.

Does Adidas use slave labor like Nike?

Unless they compete through good will, I’d have to expect they use the same labor.

like it or not, if we want to compete with the big boys, we need big money

enter the change from Nike to Addidas

It’s only big money right now. Louisville’s $16 million was worth more than our $20 million when it was signed. Not only that, but moving to ESPN looked like a checkmate until Big 10 signed with Fox for more over less time. Long term deals are for suckers, IMO. Ask the ACC whether they’re still happy with their ESPN contract - sounded great at the time.

So many overreactions in this thread. $15M a year is worth it every time. The “Adidas sucked in 2015 so they’ll suck again” take is lazy thinking.

What goes up must come down. The length of the deal will be the bear one way or another.

Inflation, inflation, inflation..

If this deal is going to benefit TN in a big way, it better show immediate results because anyone who is anyone will catch up quickly (Just like with how long we led the NIL era for a few months).

 

[Brave Volunteer]

It's said Nike is moving away from college as a business sector. IMO, perhaps Knight is trying to help Oregon via not being competitive in the college market. Who knows?

What we can't do is take a lousy apparel deal with a company that doesn't care. It's up to Danny White and the UT staff to create designs for Adidas to give us what we want.

I suspect, if Nike really is leaving the college market, Adidas will see $$$ in college apparel sales and be ready to oblige.

Im not sure I buy that. So all these major programs with Nike/Jordan deals, they're all going to be shopping for deals with Adidas, Under Armor, etc in a few years?

 

[BDP!]

I don't care personally. But I do care about recruiting and I happen to believe that this will cost us recruits. Happy to be proven wrong though.

Five or so years ago I would agree. But it’s about NIL now. For the most part whoever pays the most will get the majority of the players.

 

[Skooter]

Adidas is terrible. It was the last time. For anyone liking this try taking a look at all of their current mediocre offerings for their handful of schools.

Swag does matter.

5* has a NIL with them. A player we want badly. Swag not matter to him?

 

[25vol]

It is BVS and you are right to trust your instincts. “Fool me once..”


The unattractive product is what scares me most about Adidas. This is a long term deal and it was insufferable near the end of the last deal with Adidas.


Unless they compete through good will, I’d have to expect they use the same labor.


It’s only big money right now. Louisville’s $16 million was worth more than our $20 million when it was signed. Not only that, but moving to ESPN looked like a checkmate until Big 10 signed with Fox for more over less time. Long term deals are for suckers, IMO. Ask the ACC whether they’re still happy with their ESPN contract - sounded great at the time.


What goes up must come down. The length of the deal will be the bear one way or another.

Inflation, inflation, inflation..

If this deal is going to benefit TN in a big way, it better show immediate results because anyone who is anyone will catch up quickly (Just like with how long we led the NIL era for a few months).

You should take a closer look at the details before making a judgment. This time Tennessee has full creative control over the uniforms and Adidas has made us their flagship program in college sports. That is a huge difference from simply being another school under contract.

As for inflation being some kind of long term problem, remember that Nike refused to increase our deal. The contract was expiring and they had the right to match or beat Adidas’ offer and they chose not to. That says it alol about how little they valued our program which Danny White has made pretty clear.

Given the situation DW made the right move without question. Quit being such a negavol.

 

[SayUWantAreVOLution]

Im not sure I buy that. So all these major programs with Nike/Jordan deals, they're all going to be shopping for deals with Adidas, Under Armor, etc in a few years?

That part remains to be seen but what we did see was Nike make zero effort for UT which is a pretty good apparel sales brand. I think I saw 6th or 8th on their list of sales for colleges but they didn't want to even negotiate.

Whatever the reason is, we can't screw ourselves just to stay with Nike. Adidas gave us top or near top money to sign and that's the only move we had.

 

[adam.vol]

You should take a closer look at the details before making a judgment. This time Tennessee has full creative control over the uniforms and Adidas has made us their flagship program in college sports. That is a huge difference from simply being another school under contract.

As for inflation being some kind of long term problem, remember that Nike refused to increase our deal. The contract was expiring and they had the right to match or beat Adidas’ offer and they chose not to. That says it alol about how little they valued our program which Danny White has made pretty clear.

Given the situation DW made the right move without question. Quit being such a negavol.

Where are these details you’re citing and how reliable are they?

I’m going to save you the trouble. It’s politics and you shouldn’t trust what someone told someone else. Especially when that someone is self promoting for raises.

I’m typically not a negavol, but I do get that way when the LooneyVols tell me it’s feeling like 98 every time a tweet appears.

 

[MadMaxSC]

Well, ESPN already said we are a "Tier 3" college football team. Might as well wear a tier 3 apparel brand too.

The context ESPN used was meant to convey that the Vols are in that third group which could win a Natty. I don't believe anyone can say we are a legitimate Tier 1 or 2 in the fight for a Natty.

 

[CaliVol2009]

Nike blows. Adidas is far superior in quality and functionality.

 

[25vol]

Where are these details you’re citing and how reliable are they?

I’m going to save you the trouble. It’s politics and you shouldn’t trust what someone told someone else. Especially when that someone is self promoting for raises.

All of this comes directly from official UT communications and on-the-record reporting.

Adidas has recognized our athletics department as one of the premier brands in the collegiate space, prioritizing our partnership within college sports. While we have appreciated our previous collaboration with Nike, transitioning to Adidas offers us the best opportunities for success in the evolving landscape of college athletics. According to our last agreement with Nike, they had the chance to counter any offers we received, but they chose not to.

This partnership will give us a significant advantage in the ever-evolving world of college sports and is one of the best apparel deals in college sports history.

From the beginning, our primary goal has been to find an apparel partner that recognizes our status as an elite brand in college sports. Our competitive achievements and the support of the best fan base distinguish us in the marketplace.

The 10-year deal aims to position UT as Adidas’ flagship program, similar to Oregon’s relationship with Nike, and includes a groundbreaking NIL program.

“We’ve been trying to do this for the past decade, so it’s exciting that we’re finally here,” Chris McGuire, Adidas Vice President of Sports Marketing, told Knox News.

“My best guess would be that Adidas’ offer was so strong that (Nike) chose not to (make a counter offer),” UT athletics director Danny White told Knox News on Aug. 13, the day the deal was announced.

“It’s important for our fans to know that it’s not just about the money. It’s about partnering with the right brand. But it’s one of the biggest deals in the history of college sports. We will be the flagship to Adidas.”

Edit: love that you edited your post to pre-deflect any evidence I could provide.

Never change, Negavols.

 

[Brave Volunteer]

The context ESPN used was meant to convey that the Vols are in that third group which could win a Natty. I don't believe anyone can say we are a legitimate Tier 1 or 2 in the fight for a Natty.

Yeah I know. But why let facts get in the way of making a good joke? Lol.

 

[EastTNVol6240]

Oh I hope you're right! I hope I end up looking like the biggest dumbass this side of Tuscaloosa over this! I really do! But I'm not going to lie and pretend it's not a concern of mine. It just is.

BTW, my guess is all of our recruits were made WELL aware of this change before today. So if anyone in the 2026 class hasn't decomitted yet over it, I doubt they will.

I wasn't really thinking about a mass exodus of current commits anyway. I'm thinking more about the future when we are in head to head recruiting battles with Nike schools. I can absolutely see scenarios where all else being equal, a recruit might choose the Nike school simply because Nike is by far the preferred apparel brand.

I guess I’m not an 18 year old athlete these days, but I could just never imagine that playing into my decision. Either I want to play for UT or I don’t. Either they ponied up NIL or they didn’t.

 

[VolGee4]

For me, the Adidas move feels more “spreadsheet smart” than “heart and soul smart.” Nike has decades of cultural weight in American sports, especially college football and basketball, where the swoosh is practically part of the uniform tradition. Adidas, meanwhile, is a global powerhouse but doesn’t inspire the same emotion or loyalty in the U.S. sports landscape.

From a pure branding perspective, the switch trades legacy and identity for fresh cash flow. That can be a rational move if you’re optimizing for short-term financial gain, but it risks losing the intangible brand equity and excitement that Nike’s association brings. And in sports — where emotion, tradition, and perception matter almost as much as wins — that’s not a small trade-off.

If you want to talk legacy and identity, we had our best run in modern football while wearing Adidas jerseys. We were with Nike for 11 years, and only the last 3-4 really meant anything. I don’t see much “intangible brand equity.” Even if there was, $15 million more per year overcomes that. If Nike wasn’t willing to counter, then you don’t have a branding partner. They essentially decided they didn’t want to do business. It’s a no-brainer. And…no, the logo on the jersey is not worth more than wins.

 

[VolGee4]

It is BVS and you are right to trust your instincts. “Fool me once..”


The unattractive product is what scares me most about Adidas. This is a long term deal and it was insufferable near the end of the last deal with Adidas.


Unless they compete through good will, I’d have to expect they use the same labor.


It’s only big money right now. Louisville’s $16 million was worth more than our $20 million when it was signed. Not only that, but moving to ESPN looked like a checkmate until Big 10 signed with Fox for more over less time. Long term deals are for suckers, IMO. Ask the ACC whether they’re still happy with their ESPN contract - sounded great at the time.


What goes up must come down. The length of the deal will be the bear one way or another.

Inflation, inflation, inflation..

If this deal is going to benefit TN in a big way, it better show immediate results because anyone who is anyone will catch up quickly (Just like with how long we led the NIL era for a few months).

Texas and OSU signed 15 year deals with Nike. This deal is less. Apparel companies aren’t going to sign short term deals. They will give you a good yearly amount but only if you give them a long deal. It takes 2 to tango.

OSU’s 15 year deal will be up 3 years before this deal, and they will be making less than us.

 

[WVU05UT09]

It’s only big money right now. Louisville’s $16 million was worth more than our $20 million when it was signed. Not only that, but moving to ESPN looked like a checkmate until Big 10 signed with Fox for more over less time. Long term deals are for suckers, IMO. Ask the ACC whether they’re still happy with their ESPN contract - sounded great at the time.


If this deal is going to benefit TN in a big way, it better show immediate results because anyone who is anyone will catch up quickly (Just like with how long we led the NIL era for a few months).

All of this is really well said. The propagandists are really pushing the strength behind this deal, and they should--for now, and at this moment they are correct.

However, here are several schools who are up for renegotiation in the next couple of years both at Nike and Adidas. We may stay at the top of the pile (doubtful) but regardless the gap will most definitely shrink once the renewals/new contracts get set.

 

[GUNTERSVOL]

We just need to get our logo in all of those Dish and Sling commercials to go along with all the upcoming adidas commercials featuring their bell cow programs. Bet we can get some NIL bonus guys with the right Dish commercials aiding Adidas.

 

[adam.vol]

All of this comes directly from official UT communications and on-the-record reporting.





Edit: love that you edited your post to pre-deflect any evidence I could provide.

Never change, Negavols.

That is about what I expected, given how the rumors were presented over the summer. I still take it with a grain of salt over what Nike was or wasn’t willing to do or how future offers may be impacted because of said negotiations.

Looney Vols are going celebrate before witnessing, every time.

 

[Brave Volunteer]

I guess I’m not an 18 year old athlete these days, but I could just never imagine that playing into my decision. Either I want to play for UT or I don’t. Either they ponied up NIL or they didn’t.

The "all else being equal" part seems to be losing some of you.

Let's say a recruit really likes 2 schools and is having trouble choosing between them. Both offer similar NIL deals, both have great tradition, he likes both coaching staffs, etc. However one is a Nike school and one is an Adidas school! Thats where little things like apparel branding can really make a difference and Nike IS the preferred brand by most young athletes. Not all. But most! In scenarios like the one I illustrated above, the law of averages tells us the recruit is going to pick the Nike school most of the time!