Penn State Partners with Adidas, Ending Nike Deal in 2026

ByCoach

Penn State University just signed a 10-year partnership with Adidas. This move shakes up the college athletics scene quite a bit.

The deal gives Penn State athletes top-quality sportswear. It also opens up new ways for them to earn money through name, image, and likeness (NIL) contracts.

Adidas gets to team up with a prestigious program and spread its influence across more sports. The partnership officially starts July 1, 2026, after Penn State finishes its current contract with Nike.

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Adidas’ Commitment to Penn State

Adidas is making a huge investment in Penn State’s athletic department. The plan turns all 800 Penn State athletes into Adidas ambassadors, giving them NIL opportunities they didn’t have before.

Penn State Athletic Director Pat Kraft says this partnership brings new NIL and marketing opportunities. Athletes can also expect access to some of Adidas’ latest tech and innovations.

Financial Terms and Marketing Opportunities

Adidas hasn’t shared the financial details of the deal. Still, it’s expected to bring in a lot of revenue for Penn State.

This matters even more now that athletic departments can pay their athletes directly. Adidas can also sign individual promotional contracts with athletes, which is a big shift.

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Expanding Adidas’ College Athletics Portfolio

Penn State isn’t the only big program leaving Nike for Adidas lately. Tennessee made the switch just last month.

With Penn State joining, Adidas now works with 12 other power-conference schools, including:

  • Indiana
  • Nebraska
  • Washington
  • Georgia Tech
  • Louisville
  • Miami
  • NC State
  • Arizona State
  • Kansas
  • Texas Tech
  • Mississippi State
  • Texas A&M

Superstar Athletes and Marketing Avenues

Adidas has a knack for teaming up with programs connected to superstar athletes. Texas Tech, for example, promotes its Team Mahomes brand with NFL quarterback Patrick Mahomes.

Adidas also has deals with Penn State alums like Micah Parsons and Abdul Carter. The company isn’t just focused on football—wrestling, volleyball, and other sports are part of its marketing push too.

The Global Reach of College Athletics

Adidas wants to grow the global reach of college athletics, and Penn State is a big piece of that puzzle. Chris McGuire, Adidas’ VP for sports marketing, says selling Penn State gear in Europe and China is a major goal.

This fits with the bigger trend of American sports—think NFL—reaching out to fans worldwide.

Focus on Women’s Athletics

Women’s athletics is a huge focus for Adidas. Penn State’s women’s volleyball team just won the 2024 NCAA title.

Other Adidas programs like Nebraska volleyball and Kansas men’s basketball have become global brands, too. Adidas wants to help women’s sports grow and sees plenty of business opportunities there.

Nike’s Farewell to Penn State

Penn State’s moving on to Adidas soon, and Nike’s taking a moment to say thanks. The partnership between Nike and Penn State will stick around until June 30, 2026.

Nike put out a statement, showing real appreciation for all those years together. They wished the Nittany Lions all the best for whatever comes next.

Curious for more? You can check out the full story on the New York Times website.

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