Penn State Plans 10-Year Adidas Apparel Deal Starting 2026

Penn State announced a transformative 10-year partnership with adidas beginning July 1, 2026, ending its 33-year relationship with Nike. The deal, potentially worth up to $300 million, will outfit all 31 varsity sports programs and includes unprecedented investments in the athletic department, innovative NIL opportunities, and marketing platforms to empower student-athletes to grow their personal brands. Athletic Director Pat Kraft emphasized that the partnership goes beyond uniforms, promising record investments, cutting-edge technology, and global marketing exposure. This move aligns Penn State with other adidas partners like Tennessee, reflecting a strategic shift in college athletics apparel deals where top programs seek enhanced revenue sharing and brand-building opportunities. Adidas aims to leverage Penn State's rich tradition and large fan base, offering tailored support that includes access to technology and innovation unmatched by other programs. The decision marks a major change for Penn State fans accustomed to Nike apparel since 1993, signaling a new era focused on championship performance and athlete empowerment.