Here’s why Tennessee could stick with Nike
Nike is a popular brand, and it’s been identified with the Vols since 2014. Before that, Adidas had a 16-year run with UT.
The Vols are a popular brand, as well, in college sports. And they have an enormous fan base and enjoy the widespread exposure of the SEC.
If Nike wants to remain UT’s apparel provider, it will get a fair shot. Typically in these deals, the existing provider gets the last opportunity to match the highest bid. But that price could skyrocket now that the Vols are on the open market.
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Here’s why Tennessee could switch to Adidas or another brand
Traditionally, athletes have considered the apparel brand when choosing a school. In fact, a decade ago, it was common for a recruit to have that as a top priority, and Nike was a popular choice.
But in the NIL era, the school’s apparel brand has slid down that priority list in recent years.
The highest priority is now player pay, and by a wide margin. Athletes want to know how much money they can earn in NIL and direct school-to-player pay, once revenue sharing begins as early as July.
If Adidas, for example, can offer UT a much higher payout, it would help fund a more talented roster. It’s certainly something to consider in the player-pay era of college sports.
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Corporate campaigns are a new factor in NIL era
UT also could be prioritized and promoted as a premier partner of another brand, and its athletes would benefit from it.
That's a new concept in the NIL era, where schools can facilitate corporate contracts for their athletes. National campaigns then feature those college athletes in ways they couldn't do in the previous era.
Imagine a Tennessee star player being part of national campaign similar to an NFL or NBA player. Don't underestimate that factor in UT's negotiations and ultimate decision in choosing an apparel partner.