Utah Athletics exploring new apparel partnership
Jun 9, 2026, 2:35 PM
Utah Utes players stretch before an NCAA football game between the University of Utah Utes and the California Polytechnic State University Mustangs held at Rice-Eccles Stadium in Salt Lake City on Saturday, Sept. 6, 2025. (Photo courtesy of Isaac Hale, Deseret News)
(Photo courtesy of Isaac Hale, Deseret News)
SALT LAKE CITY — Utah Athletics appears to be moving closer to a significant change in its apparel partnership. As reported by Ben Portnoy, Utah will end it’s apparel partnership with Under Armour, when the contract expires next summer.
Included in the report is that no agreement with a new company has been finalized. According to multiple sources, a deal has not been completed, as discussions and negotiations have happened with multiple companies and remain ongoing. However, momentum appears to be building for a potential partnership between one particular brand.
Scoop: Utah and Under Armour are slated to end their apparel relationship at the conclusion of their current deal next year, @SBJ has learned.
More details here:https://t.co/Oi8ckrcwdY
— Ben Portnoy (@bportnoy15) June 9, 2026
Included in the SBJ report was a statement provided by Utah Athletics: “The University of Utah greatly appreciates its 18-year partnership with Under Armour, and has immense gratitude for the many benefits it has provided to our student-athletes. Utah Athletics and Under Armour have experienced significant growth in our nearly two decades as partners, including our moves from the Mountain West to the Pac-12, and now to the Big 12 Conference. Thank you to Kevin Plank and the team at Under Armour for their incredible support for the University of Utah, our student-athletes, coaches, staff and fans.”
Given Utah’s expiring deal next summer, the timing of these discussions makes sense.
Utah evaluating its options
The apparel industry has become increasingly competitive in college athletics, particularly as universities look for ways to maximize revenue, recruiting appeal and national brand exposure.
Utah’s exploration of the market is not unusual. Major athletic departments routinely assess apparel partnerships years before existing agreements expire, weighing financial terms, product support, marketing opportunities and long-term strategic fit.
Sources indicate Utah has held conversations with multiple apparel providers throughout the process. Those discussions have allowed the university to compare competing proposals and better understand its value in the current marketplace.
Regardless of when a deal is finalized, Utah will seemingly have a new apparel partner July 1, 2027.
A potential partner emerging?
Among those conversations, sources have indicated that Adidas has emerged as the company Utah has most heavily been involved with, which has included presentations of what uniforms and apparel would look like. A potential move to Adidas would align Utah with one of the most recognizable athletic brands in the world.
The company maintains a substantial footprint across college athletics, including partnerships with several prominent Power Four programs— a list that is only growing. Beyond uniforms and footwear, Adidas has increasingly emphasized collaborative branding, lifestyle merchandise and recruiting-focused initiatives.
An Adidas agreement would fit within that broader strategy, among the schools currently partnered with them:
- ACC:
-
- Georgia Tech Yellow Jackets
- Louisville Cardinals
- Miami Hurricanes
- NC State Wolfpack
- Big Ten:
-
- Indiana Hoosiers
- Nebraska Cornhuskers
- Washington Huskies
- Penn State (July 1, 2026)
- Big 12:
-
- Arizona State Sun Devils
- Kansas Jayhawks
- Texas Tech Red Raiders
- SEC:
- Mississippi State Bulldogs
- Texas A&M Aggies
- Tennessee Volunteers (July 1, 2026)
While apparel deals are often viewed primarily through a financial lens, their impact frequently extends beyond the balance sheet. Adidas has gained momentum, particularly with the additions of college football brands like Penn State and Tennessee in a few weeks.
The athletic department is entering a new era marked by revenue sharing, increased NIL competition and a growing emphasis on brand-building. Officials have been aggressive in exploring ways to strengthen Utah’s position nationally, whether through facility investments, innovative business ventures or new commercial partnerships.
Recruits notice apparel brands. Fans notice apparel brands. Merchandise sales, social media campaigns and alternate uniform concepts all play a role in shaping how programs are perceived nationally. A partnership with Adidas would provide Utah access to one of the industry’s largest global apparel brands and platforms while offering new opportunities to refresh the Utes’ visual identity.
Again, nothing finalized yet
Despite the growing belief that Utah will strike a deal with Adidas, sources emphasized that no official agreement has been completed.
Contract negotiations, product commitments, financial details and implementation timelines all remain part of the ongoing discussions. For now, Utah continues to evaluate its options while conversations progress behind the scenes.
However, it appears Adidas has become a serious contender — perhaps even the favorite — to become the next apparel partner for Utah Athletics.
The Bottom Line
Nothing is signed, and apparel negotiations can change quickly, but the direction of this process is trending towards one brand in particular.
Utah is evaluating a long-term partner at a time when college athletics is being reshaped by revenue sharing, NIL and an escalating arms race for visibility and resources. The right apparel deal can influence recruiting, branding, merchandise sales and national perception for years to come.
Several companies have been involved in the process, but Adidas appears to have built meaningful momentum. If that momentum ultimately turns into a deal, it would represent one of the most significant branding shifts for Utah Athletics in decades.
