Penn State Athletics marked the start of a new era on Wednesday as its 33 years as a Nike school ended and a new 10-year deal with adidas began.
The switch to adidas as the school’s official footwear, uniform and apparel partner as part of $300 million contract was heralded with a dramatic video, coordinated changing of team social media profile images at midnight and a press release describing the new agreement as a “landmark” and “transformational” alliance.
The deal isn’t just about shoes and jerseys, either. Penn State and adidas will “collaboratively prioritize high-impact NIL agreements and brand marketing campaigns for Penn State student-athletes across the university’s 31 sports,” according to the release.
“After months of anticipation, the day is finally here, and I couldn’t be more excited to officially welcome adidas to the Penn State family,” Athletic Director Patrick Kraft said in a statement. “This partnership is about far more than apparel. It’s a bold statement about the future of Penn State Athletics and our unwavering commitment to competing at the highest level. This partnership represents a landmark investment in Penn State Athletics, one that will create new opportunities for our student-athletes and strengthen every program as we pursue championships.”
For fans, Wednesday also marked the first day to get a look at and buy new officially licensed merchandise.
At the first of several planned pop-up merchandise sales, new gear is on display for purchase at Pegula Ice Arena. Wednesday’s event runs until 7 p.m. and includes scooping of a limited-time ice cream flavor from Penn State Berkey Creamery celebrating the partnership from noon to 7 p.m. and an appearance by the Nittany Lion from 5 to 7 p.m.
Uniforms are also on display, showing the Nike swoosh replaced by the three stripes of adidas.
Price ranges for the new fan apparel are:
- Jerseys: $130
- Shirts: $35 to $40
- Hats: $30 to $35
- Polos: $80
- Long sleeve/hoodies: $60 to $85
Media got an early look before the sale opened to the public at 9 a.m. The initial drop of merchandise is also now available at local retailers and online retailers of officially licensed products.
“Penn State is a pinnacle brand, and we know that we will be treated that way by adidas,” Leah Beasley, deputy AD for strategic engagement and brand advancement.
The next pop-up sales at Pegula Ice Arena’s Mount Nittany Room will take place on the following schedule. Fans can enter through Gate A.
- July 2: 9 a.m.-7 p.m.
- July 8: Noon-5 p.m.
- July 9: 11a.m.-7 p.m.
- July 10: 9 a.m.-7 p.m.
- Penn State Championship Trophy Celebration: 9 a.m.-7 p.m.
- Creamery scooping: Noon-7 p.m.
- July 11: 9 a.m.-7 p.m.
- Penn State Championship Trophy Celebration: 9 a.m.-7 p.m.
- Creamery scooping: Noon- 7p.m.
- July 12: 9 a.m.-2 p.m.
- Penn State Championship Trophy Celebration: 9 a.m.-2 p.m.
“When you’re making a switch as big as this, there’s going to be a lot of conversation about it, and we want to make sure that we answer all of the questions,” Beasley said. “We feel that we have done that, and we’re continuing to do that, especially through the next two weeks of this, I’ll call it ‘adidas blitz,; and we want to leave no doubt in anyone’s mind that this is the way forward for us.”
Adidas already has ongoing deals with several former Nittany Lion stars, including football alumni Micah Parsons and Abdul Carter, women’s soccer alum Ali Krieger and former women’s volleyball standout Micah Hancock. In its new partnership with Penn State, current Nittany Lion athletes “are eligible to participate in adidas’ wide-ranging NIL Ambassador Network, which gives all student-athletes at adidas-partnered Division I schools the chance to benefit from their Name, Image and Likeness,” according to the release.
“Few organizations in sports can claim a fanbase as passionate as Penn State. As we launch this partnership, we want fans to know that passion is shared by adidas and our former Nittany Lion athlete partners,” Chris McGuire, adidas vice president of sports marketing for North America, said. “This is just the beginning of our commitment to create special experiences for every student-athlete and fan who bleeds blue and white.”
