Penn State chooses Adidas over Nike for athletic apparel partnership

In the United States, Penn State University announced a significant change in its athletic apparel partnership, transitioning from a long-time association with Nike to a new agreement with Adidas. This decision was officially made public on July 1, 2026, signaling the start of a new, 10-year partnership that replaces Nike, which had been Penn State's apparel supplier since 1993. The announcement reflects a strategic move to innovate and enhance the university's athletic brand. The newly formed partnership with Adidas encompasses a comprehensive agreement where Adidas will provide footwear, uniforms, apparel, and sideline gear for all Penn State sports teams, known as the Nittany Lions. This aggressive shift from Nike to Adidas is part of a broader strategy that emphasizes brand revitalization and the financial prosperity of the university's athletic department. Patrick Kraft, the vice president for intercollegiate athletics, described this transition as stepping into a bold new era, signifying not just a change in uniforms but also a commitment to investment in promotional and building opportunities for the athletes. Adidas has also expressed its intent to significantly engage with Penn State beyond mere apparel supply. They plan to implement groundbreaking Name, Image, and Likeness (NIL) agreements for student-athletes, enabling financial rewards for athletes while enhancing their brand visibility. Chris McGuire, Adidas' vice president of sports marketing, stated that they are excited to equip over 800 Nittany Lion student-athletes with high-quality products and to integrate them into Adidas' NIL Ambassador Network, which allows athletes at partnered Division I schools to profit from their personal brand. This partnership showcases Adidas' commitment to aligning with institutions that have substantial traditions and sporting potential. Adidas' president for North America, John Miller, highlighted this agreement as unique, aiming to shape the next chapter of Penn State Athletics. This substantial shift clearly illustrates a proactive approach towards elevating the Nittany Lions’ brand, by emphasizing high-impact marketing campaigns and promoting student-athletic opportunities before the formal partnership begins. The decision comes at a time of increasing competition among athletic brands to form lucrative partnerships with educational institutions, illustrating an evolution in the relationship between student-athletes and corporate sponsorships.