Utah lands major Adidas partnership in significant move for Utes athletics

Utah Athletics and Adidas have announced a seven-year partnership agreement, making the Germany-based brand the official outfitter for the Utes starting with the 2027-28 school year.

This comes after Utah announced an end to the 18-year partnership with Under Armour. The brand, which has slowly faded out of college athletics, still provides for a few schools, including Notre Dame.

The partnership between Utah and Adidas takes the Utes' 19 programs in a new era of college athletics. While Nike is still the biggest amongst the entire landscape, Adidas continues to break through with new additions year after year. The agreement is effective July 1, 2027.

“The University of Utah strives for excellence in all that we do, and we are fortunate to have a world-class partner like Adidas who also believes in the pursuit of excellence,” Utah Athletic Director Mark Harlan said. “Adidas has an innovative spirit, a keen understanding of the power of sports and of the needs of athletes, and in this new era of intercollegiate athletics, we couldn’t ask for a better partner. I am grateful to the Adidas team for their commitment to serving our Utah student-athletes and for creating unique licensed apparel that will energize our fans and supporters.”

Adidas will provide footwear, apparel, and equipment, along with "industry-leading innovation and vision," according to a statement. This will also allow for NIL opportunities for all Utes athletes.

“The University of Utah has established a premier athletic program that commands national respect and shares Adidas’ commitment to elevating student-athlete performance and fan experiences. We are proud to partner with the Utes and are excited about what we can accomplish together in the years to come,” John Miller, Adidas President of the North America division said in a statement.

Next year, Utah student-athletes will be eligible to participate in Adidas’ NIL Ambassador Network. This will be similar to how existing schools who are currently partnered with the brand are operating. It's also one of the innovative ways Harlan and his staff are thinking outside the box.

Utah is trying to revamp athletics to be a marketing arm for the university. The swap from Under Armour to Adidas comes weeks after Harlan and University president Taylor Randall inked an unprecedented $500 million private equity deal with Otro Capital. In return, the New York-based firm will take over some of The U's NIL and fundraising operations in Salt Lake City.

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