As the 18-year partnership with Under Armour concludes, a potential move to the iconic three stripes marks a strategic shift for the Utes in the Big 12.
Utah Athletics will end an apparel partnership with Under Armour next year, according to multiple sources. The contract, which expires next summer, was on the books for the greater part of the past two decades.
So what's next for the Utah Utes? While no deal is imminent, rumors are starting to circulate about which apparel company will be stepping up to the plate next season. However, there's a lot of smoke building around a potential partnership between one particular brand.
According to a report by KSL's Steve Bartle, Adidas is currently in discussions with Utah officials about becoming the next outfitter to set up shop in Salt Lake City.
"Among those conversations, sources have indicated that Adidas has emerged as the company Utah has most heavily been involved with, which has included presentations of what uniforms and apparel would look like. A potential move to Adidas would align Utah with one of the most recognizable athletic brands in the world," Bartle wrote.
"The company maintains a substantial footprint across college athletics, including partnerships with several prominent Power Four programs— a list that is only growing. Beyond uniforms and footwear, Adidas has increasingly emphasized collaborative branding, lifestyle merchandise and recruiting-focused initiatives."
Utah would be the fourth Adidas school in the Big 12 Conference. They would join the Arizona State Sun Devils, Kansas Jayhawks and Texas Tech Red Raiders on the list. Nationally, any move to Adidas would be a power move and a step-up in the new era of college athletics.
“The University of Utah greatly appreciates its 18-year partnership with Under Armour, and has immense gratitude for the many benefits it has provided to our student-athletes," a statement from the school said. "Utah Athletics and Under Armour have experienced significant growth in our nearly two decades as partners, including our moves from the Mountain West to the Pac-12, and now to the Big 12 Conference. Thank you to Kevin Plank and the team at Under Armour for their incredible support for the University of Utah, our student-athletes, coaches, staff and fans.”
Given Utah’s current landscape, there's a drive to bring the most revenue on the books. Rather than trying to renegotiate with UA for a new contract, there's a possibility an apparel deal from Adidas or Nike would be significantly better.
For now, we'll wait to see which direction Utah Athletics will be headed in soon. Any announcement will come before July 1, 2027.
