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By Chris Marler
Tennessee is back in the headlines, a common theme this offseason.
This time, though, it’s for good news: the Volunteers have signed a 10-year partnership with Adidas starting in 2026, making the brand, not Nike, their primary apparel sponsor.
Two premier brands. One shared ambition:
To set a new standard in college sports.
adidas x Tennessee
07.01.2026— Tennessee Athletics (@Vol_Sports) August 13, 2025
Not only will it make the Vols the flagship collegiate program for the next decade. It will also create NIL opportunities for all of its athletes.
“We’ve been trying to do this for the past decade, so it’s exciting that we’re finally here,” Chris McGuire, Adidas Vice President of Sports Marketing, told Knox News.
“It’s important for our fans to know that it’s not just about the money. It’s about partnering with the right brand,” Tennessee Athletic Director Danny White said. “But it’s one of the biggest deals in the history of college sports. We will be the flagship of Adidas.”
Tennessee was first partnered with Adidas in the 1990s, a deal that lasted until 2015 when Nike took over as the school’s apparel sponsor. The new agreement marks a return to Adidas, with the partnership set to officially begin in 2026.
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