Adidas continues to sign new sponsorship deals in the U.S. It has inked a five-year contract to supply athletic footwear, apparel and accessories to the students of Northern Kentucky University competing in 17 sports through the 2020/21 season. The Big a is also taking the place of Nike as exclusive apparel supplier of the University of Tulsa in the U.S. for all its 18 Golden Hurricane intercollegiate teams through the 2023/24 season.

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