- A new era has officially begun for Tennessee Athletics as the University of Tennessee and adidas have launched their highly anticipated 10-year partnership, effective Thursday, following the agreement first announced on Aug. 13, 2025.
Under the long-term deal, adidas becomes the official provider of footwear, uniforms, apparel, and sideline gear for all Tennessee athletic programs, further strengthening the Volunteers’ position as one of the brand’s flagship collegiate partners.
Tennessee Vice Chancellor and Director of Athletics Danny White described the collaboration as a major step toward the university’s long-term vision of becoming the nation’s premier athletics department.
“Our goal is to build the best athletics program in college sports, and adidas shares that same pursuit of excellence,” White said. “We’re excited to introduce this new partnership and reveal a fresh look for Vol Nation in the days ahead.”
The partnership marks the return of a successful relationship that previously ran from 1995 to 2014. During that period, Tennessee celebrated some of the greatest achievements in school history, including the 1998 football national championship and back-to-back NCAA women’s basketball titles in 2007 and 2008.
Reuniting in 2026, both organizations aim to build on Tennessee’s recent athletic success. The Volunteers have finished inside the top 15 of the LEARFIELD Directors’ Cup standings for five consecutive years, highlighted by three top-six finishes and an impressive third-place ranking during the 2023-24 season.
adidas Vice President of Sports Marketing for North America, Chris McGuire, expressed excitement about renewing the partnership and supporting one of college athletics’ most recognizable programs.
Ahead of the official launch, adidas spent several months preparing for the transition, including working closely with Tennessee Athletics and signing multiple Volunteers student-athletes to Name, Image and Likeness (NIL) agreements.
With the partnership now active, student-athletes across all 20 varsity sports are eligible to join the adidas NIL Ambassador Network, creating additional opportunities to benefit from their personal brands.
Fans won’t have to wait long to see Tennessee’s new look. The university is set to unveil adidas uniform designs for multiple sports next week, while official Tennessee adidas merchandise will be available for purchase online and in retail stores beginning July 10.
The new adidas uniforms will make their competitive debut when the Tennessee soccer team faces Clemson in an exhibition match on Aug. 5, before opening the regular season against UNC Asheville on Aug. 8 at Regal Stadium. Tennessee football will debut its new adidas uniforms on Sept. 5 when the Volunteers host Furman in their season opener at Neyland Stadium.
effective Thursday, following the agreement first announced on Aug. 13, 2025.
Under the long-term deal, adidas becomes the official provider of footwear, uniforms, apparel, and sideline gear for all Tennessee athletic programs, further strengthening the Volunteers’ position as one of the brand’s flagship collegiate partners.
Tennessee Vice Chancellor and Director of Athletics Danny White described the collaboration as a major step toward the university’s long-term vision of becoming the nation’s premier athletics department.
“Our goal is to build the best athletics program in college sports, and adidas shares that same pursuit of excellence,” White said. “We’re excited to introduce this new partnership and reveal a fresh look for Vol Nation in the days ahead.”
The partnership marks the return of a successful relationship that previously ran from 1995 to 2014. During that period, Tennessee celebrated some of the greatest achievements in school history, including the 1998 football national championship and back-to-back NCAA women’s basketball titles in 2007 and 2008.
Reuniting in 2026, both organizations aim to build on Tennessee’s recent athletic success. The Volunteers have finished inside the top 15 of the LEARFIELD Directors’ Cup standings for five consecutive years, highlighted by three top-six finishes and an impressive third-place ranking during the 2023-24 season.
adidas Vice President of Sports Marketing for North America, Chris McGuire, expressed excitement about renewing the partnership and supporting one of college athletics’ most recognizable programs.
Ahead of the official launch, adidas spent several months preparing for the transition, including working closely with Tennessee Athletics and signing multiple Volunteers student-athletes to Name, Image and Likeness (NIL) agreements.
With the partnership now active, student-athletes across all 20 varsity sports are eligible to join the adidas NIL Ambassador Network, creating additional opportunities to benefit from their personal brands.
Fans won’t have to wait long to see Tennessee’s new look. The university is set to unveil adidas uniform designs for multiple sports next week, while official Tennessee adidas merchandise will be available for purchase online and in retail stores beginning July 10.
The new adidas uniforms will make their competitive debut when the Tennessee soccer team faces Clemson in an exhibition match on Aug. 5, before opening the regular season against UNC Asheville on Aug. 8 at Regal Stadium. Tennessee football will debut its new adidas uniforms on Sept. 5 when the Volunteers host Furman in their season opener at Neyland Stadium.
will make their competitive debut when the Tennessee soccer team faces Clemson in an exhibition match on Aug. 5, before opening the regular season against UNC Asheville on Aug. 8 at Regal Stadium. Tennessee football will debut its new adidas uniforms on Sept. 5 when the Volunteers host Furman in their season opener at Neyland Stadium.
