Tennessee Set to Begin 10-Year Partnership With Adidas
(utsports.com)– adidas and the University of Tennessee started Thursday their decade-long alliance, as initially announced Aug. 13, 2025.
The one-of-a-kind partnership between two giants in their respective fields makes Tennessee a flagship university among adidas’ substantial roster of partner schools.
adidas now serves as the official footwear, uniform, apparel and sideline partner of Tennessee Athletics.
“Our mission is to build the nation’s premier athletics department and set the standard in college sports,” said Tennessee Vice Chancellor and Director of Athletics Danny White. “Partnering with adidas is a natural fit, as their commitment to being the world’s leading sports brand aligns with our vision. We are excited to unveil our new adidas partnership and showcase a fresh look to Vol Nation in the coming days.”
The two powerhouse brands previously aligned from 1995-2014. During that time, Tennessee won a national championship in football (1998) and consecutive national titles in women’s basketball (2007-08), along with numerous additional athletic successes.
Now reunited in 2026, adidas and Tennessee will collaborate to further uplift the Volunteers and Lady Volunteers as elite national contenders. Tennessee is coming off five straight top-15 finishes in the LEARFIELD Directors’ Cup, including three top-six rankings and a third-place position in 2023-24.
“Relaunching our partnership with Tennessee is incredibly energizing for our team at adidas. We’re eager to show Vol Nation how we can continue to elevate the standard for their renowned athletic program,” said Chris McGuire, adidas Vice President of Sports Marketing, North America.
Over the past nine-plus months, adidas has been actively working to support Tennessee Athletics in advance of the official launch. The apparel titan has already partnered with myriad UT student-athletes on NIL opportunities.
With the partnership now in place, student-athletes across all 20 sports are eligible to be part of adidas’ impressive NIL Ambassador Network, giving them the chance to monetize their Name, Image and Likeness.
Early next week, Tennessee will begin releasing its adidas uniform designs across various sports, in each of its primary colors. On July 10, fans will have access to begin purchasing Tennessee adidas merchandise online and at retail stores.
The new, custom jerseys will debut on-field Aug. 5 with Tennessee soccer’s exhibition matchup at Clemson, with the first official match Aug. 8 at Regal Stadium versus UNC Asheville. The Volunteers will take the field in adidas football uniforms for the first time on Sept. 5 when they host Furman in the season opener at Neyland Stadium.
About adidas
adidas is a global leader in the sporting goods industry. Headquartered in Herzogenaurach/Germany, the company employs more than 62,000 people across the globe and generated sales of €24.8 billion in 2025. For more information, please visit www.adidas-Group.com.
About the University of Tennessee
Founded Sept. 10, 1794, in Knoxville, Tenn., as Blount College, the University of Tennessee began playing sports in 1891. Over the last century-plus, Tennessee has developed into one of the nation’s premier athletic departments. Home to the Volunteers and Lady Volunteers, all clad in the University’s distinguished and recognizable Big Orange, UT has produced 24 team national championships, nearly 200 individual national championships and well over 200 conference titles. Tennessee student-athletes excel not only in the competition venue, but also in the classroom and the community.
Tennessee Head Coach Quotes
Rick Barnes: “This is an exciting day for the University of Tennessee. We are thrilled to align with a company that deeply values not only our school’s immense competitive successes, but the power of our brand and the unmatched passion of Vol Nation. There is no question adidas is the right partner for UT in this new age of college athletics.”
Kim Caldwell: “We couldn’t be more excited to launch our new partnership with adidas. It’s a global brand that is part of the incredible history of Tennessee Athletics, recognizes the strength of our brand and is committed to investing in the future of our student-athletes and programs. We’re proud to rep the ‘3-Stripes’ and unite in building on to the incredibly successful era our department is experiencing.”
Diana Cantú: “Wearing adidas once again brings me back to my playing days as a Lady Vol. I have many incredible memories during that time and I am thrilled that we are partnering with them again. Both our school and the company strive for competitive excellence in all we do. The legacy, tradition and fan support our brand holds is unmatched. We’re excited to begin this next chapter together as we pursue championships and continue raising the standard.”
Kim Cupini: “We are incredibly excited to be part of this partnership with adidas. Their commitment to performance, innovation and sustainability aligns perfectly with the values of Tennessee Rowing. As a team whose sport is defined by our connection to the water, we are especially proud to partner with a brand that recognizes the importance of protecting and preserving these environments. Through their partnership with Parley for the Oceans, an environmental organization dedicated to protecting our oceans from plastic pollution, adidas has demonstrated a commitment to sustainability by transforming recovered plastic materials into innovative products. There is no question that adidas is the right partner for Tennessee Athletics as we continue to pursue excellence both on and off the water.”
Justin Duncan: “We’re excited about what this partnership with adidas brings to our program, especially from a performance standpoint for our student-athletes. In cross country and distance running, comfort and confidence in your gear matters every single day, from training runs to championship season. Our team is looking forward to competing in apparel and footwear designed to help them perform at their best.”
Josh Elander: “We are excited to officially begin our transformative partnership with adidas, which has already displayed an extraordinary level of commitment to ensure we have everything we need to continue to compete for championships here on Rocky Top. We believe that the power of the Tennessee and adidas brands working together will continue to elevate our program on a national and global scale in the ever-changing landscape of college sports.”
Jane Figueiredo: “We are eager to begin this partnership with adidas and pleased about what it means both for our program and for the University of Tennessee. It is important to align with organizations that recognize the strength of the Tennessee brand and the impact our program has throughout the region. We look forward to what this collaboration will bring and the opportunities it will create to strengthen our department for years to come.”
Josh Heupel: “We appreciate adidas recognizing the power of the Tennessee brand and we are excited about the future of this transformative partnership. Both current and future Vols will benefit from this historic deal. adidas is providing us with world-class resources and apparel that will continue to push our brand to the forefront of college football for years to come. We can’t wait to showcase our adidas uniforms this fall.”
Joe Kirt: “We are incredibly excited about our partnership with adidas, which has been at the pinnacle of global soccer for years. It’s even better to officially partner with adidas while they help sponsor and host the World Cup here in North America. I am thrilled for our players to have the premier global brand now outfitting Tennessee!”
Matt Kredich: “At Tennessee, we’re always looking to surround our student-athletes with people and organizations that share our commitment to excellence. We’re excited to begin this partnership with adidas because they understand what it takes to compete at the highest level while continuing to innovate and invest in the student-athlete experience. It’s really energizing to think about what can accomplish together in the years ahead.”
Alison Ojeda: “I’m absolutely thrilled about partnering with adidas again! I played here from 1998-2002 and we loved competing in our 3-Stripes. My teammates and I have a lot of emotional ties to adidas, so personally, to see our team compete alongside a company who is as passionate about relationships as we are makes me both happy and proud.”
Eve Rackham Watt: “We are really excited about a partnership with a company that values our athletes’ success, magnifies our brand and values our identity as an athletic department. I know our volleyball program specifically is thrilled about the opportunities and collaboration ahead.”
Duane Ross: “This partnership with adidas represents an exciting new chapter for Tennessee track & field and the entire athletics department. Our student-athletes deserve world-class resources and support as we continue building a championship-caliber program, and adidas shares that vision for excellence. We’re looking forward to what we can accomplish together as we continue raising the standard at Tennessee.”
Brennan Webb: “We are absolutely thrilled to partner with adidas. They have been an integral part of the golf space, both professionally and on the amateur side, in recent years and have supported many of our players as they have progressed through the ranks in their careers. I know they are all excited to wear the same shoes and apparel as most of the young, up-and-coming stars in our sport.”
Karen Weekly: “I am thrilled about our new partnership with adidas! I was fortunate to wear adidas during my first 14 years on Rocky Top and loved the comfort and style. adidas is committed to providing our student-athletes with not only the best apparel and footwear, but exciting partnership opportunities beyond the playing field. It’s a great day on Rocky Top.”
Chris Woodruff: “We are thrilled to officially begin this new partnership with adidas. We look forward to seeing the many ways adidas will help elevate the Tennessee brand and know this will significantly benefit our athletics department in the years to come.”
