Penn State is set to begin the three-stripe life.
The university’s athletic department on Friday released a video announcing a new apparel partnership with Adidas, captioned with the date of July 1, 2026, written in Roman numerals. The Nittany Lions had been partnered with Nike since 1993, but their current contract was set to end after the current school year. The video is narrated by athletics director Pat Kraft and former Penn State defensive end Abdul Carter, and indicates a heavy NIL involvement, confirming earlier reports.
According to a release from the university, the new contract is for 10 years, though no financial details were disclosed. Tennessee recently agreed to a similar 10-year deal with Adidas, reportedly valued at $20 million per year.
Kraft said in a statement that Adidas is “delivering record investment in our department, groundbreaking NIL and marketing opportunities, and access to technology and innovation that no other program can match.”
“This agreement sets a new industry standard, fueling championship performances, empowering our student-athletes to grow their personal brands, and creating unmatched platforms for them to shine on the national and global stage,” Kraft said. “Together, we’re building something that will transform what’s possible for Penn State Athletics and for every student-athlete who wears the Blue & White.”
Penn State joins Georgia Tech, Louisville, Miami (Fl.), NC State, Arizona State, Kansas, Texas Tech, Indiana, Nebraska, Washington, Mississippi State, Tennessee and Texas A&M as power conference universities sponsored by Adidas. As one of the biggest brands on the list, the Nittany Lions should be a priority school for the company. In the release Adidas promised a “broader” collection of apparel and footwear for fans of the university.
“Adidas is committed to partnering with universities like Penn State that possess rich tradition and championship potential in equal measure,” Adidas’ North American president John Miller said, per the release. “We see this new agreement as a unique opportunity for us to help shape the next chapter of Penn State Athletics while staying true to everything that makes the Nittany Lions an iconic brand,”
The company has existing partnerships with former Nittany Lions Micah Parsons, Abdul Carter, as well as former Penn State women’s volleyball player Micha Hancock. Per the release, Adidas intends to create NIL opportunities for Nittany Lion athletes across all 31 varsity sports through its “NIL Ambassador Network.”
Though Penn State had a long-standing relationship with Nike, bolstered in part by the relationship between founder Phil Knight and former head coach Joe Paterno, the Nittany Lions appear to be making a play that will increase revenue for the athletic department and provide athletes more NIL opportunities, both important in the modern landscape of college athletics.
