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Utah ran dual negotiations with Nike and Adidas before choosing the latter, using competitive tension to extract better terms as Under Armour's college market share collapsed.
14.5%
in 2020 to
8.2%
in 2024
19%
of Power Five apparel contracts
67%
but well ahead of Under Armour's remaining portfolio
The University of Utah negotiated with Nike before announcing its new apparel partnership with Adidas, according to internal documents reviewed by Yahoo Sports. The school ran parallel conversations with both brands after deciding to exit its Under Armour contract, which had been in place since 2015.
Utah's athletic department prioritized financial stability and international visibility during the selection process. Under Armour's market share in college athletics dropped from 14.5% in 2020 to 8.2% in 2024, making the brand's long-term viability a concern for athletic director Mark Harlan. The school sought a partner capable of supporting a Big 12 athletics program with expanded media exposure and recruiting footprint. Both Nike and Adidas presented multi-year proposals. The school ultimately chose Adidas, which now holds 19% of Power Five apparel contracts, behind Nike's 67% but well ahead of Under Armour's remaining portfolio.
The switch carries revenue implications beyond the base contract. Utah joins a Big 12 conference where 11 of 16 schools wear Nike, creating both competitive pressure and potential brand dilution for Adidas within the league. The Utes' decision suggests Adidas offered either more favorable cash terms or better access to its Three Stripes brand positioning, which the company has used to differentiate programs like Miami and Texas A&M. For athletic departments watching Under Armour's market exit, Utah's process provides a template: run simultaneous negotiations, prioritize financial guarantees over legacy relationships, and use the competitive tension to extract better terms. The timing matters. Utah finalized its Adidas deal before the Big 12's next media rights conversation, allowing the school to project a refreshed brand identity during future conference revenue discussions.
Watch for Utah's spring football reveal in April, when the program will debut its first Adidas uniforms. The school's marketing calendar includes a Salt Lake City brand event in late March, which typically features corporate partners and local sponsors. Adidas will likely use that window to announce its Utah product line and any co-branded local activations. Separately, watch for potential movement among the remaining Under Armour schools—six Power Five programs still wear the brand—as contracts expire over the next 18 months.
Utah's deliberate Nike pursuit, even in losing, forced Adidas to compete on price and commitment rather than coast on Under Armour's weakness.
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