The Penn State-adidas deal: Contract length, what they're saying about it, Lions are leaving NIKE, and more

Penn State Athletics is officially ending its long-running apparel partnership with NIKE. The school announced Friday that it is entering a 10-year deal with adidas to be its “official footwear, uniform, apparel and sideline partner.” The contract starts on July 1, 2026.

“Penn State Athletics has been blessed with incredible partners throughout our history, but today, we step into a bold new era,” athletic director Pat Kraft said in a statement. “From the field to the court, the mat to the pitch, this partnership goes far beyond uniforms, it is unlike anything else in the marketplace. adidas is making an unprecedented commitment to Penn State: 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. 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.”

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The school had been with NIKE since 1993. Its current deal with the company ends June 30, 2026. Kraft has plenty of familiarity with adidas. He also signed an agreement with the company while at Boston College before joining Penn State. The company is making inroads at the college level. It recently signed a big new deal with Tennessee, as well. Like the Vols’ deal, Penn State’s will have a name, image, and likeness component.

“In the lead up to the partnership’s official commencement in 2026, Penn State and adidas will be prioritizing high-impact NIL agreements and brand marketing campaigns for student-athletes across all 31 sports, including the defending national champion women’s volleyball and wrestling programs,” a news release said.

What they’re saying about the Lions’ deal with adidas

Kraft isn’t the only one who spoke in the school’s release. Here is what else is in it:

“adidas is committed to partnering with universities like Penn State that possess rich tradition and championship potential in equal measure. 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.”

–adidas North American president John Miller.

“Penn State helped mold me into the man I am today. I’ve experienced firsthand how adidas invests in their athletes with the same championship mindset I adopted in Happy Valley. This partnership is about refusing to settle for anything less than the best for my fellow Nittany Lions — I can’t wait to watch us dominate in the Three Stripes.”

–PSU alum and adidas partner Micah Parsons.

“We are excited to partner with Penn State to equip all 800-plus Nittany Lion student-athletes with top-of-the-line products and industry-leading NIL opportunities. They’ll join adidas’ robust roster of athlete partners, including Penn State alums Micah Parsons and Abdul Carter, who’ve seen firsthand our commitment to realizing their aspirations both on and off the field.”

–Chris McGuire, adidas Vice President of Sports Marketing, North America.