Adidas has struck a 12-year partnership with the University of Miami (UM) as part of a renewed U.S. sports marketing drive. Taking the place of Nike after 27 years, the Three Stripes will act as official supplier of shoes, clothing and accessories to all 18 Miami Hurricanes collegiate teams from next September through the 2027-28 season.
The Big a reportedly outbid Under Armour to obtain the contract, paying an amount comparable to the $33 million deal that it recently struck with the Arizona State University, which was also sponsored by Nike. Earlier last year, Adidas bowed to Under Armour and Nike as they took over its contracts with Notre Dame University and the University of Tennessee.
The UM contract will bring up to 13 the number of Adidas-sponsored teams competing in the matches organized by the National Collegiate Athletic Association (NCAA). That compares with 44 teams for Nike, seven for Under Armour and one for Russell Athletic.
Meanwhile, an Adidas spokesman confirms a report in The Wall Street Journal that the brand has decided to raise the number of NFL and MLB players under contract to 250 for each league in three years' time from a current total of less than 40. It is seen as one way to react to the recent declines in its U.S. apparel sales and to losses to Nike and Under Armour of market share.
Adidas remains official supplier of the National Basketball Association (NBA) and Major League Soccer (MLS). It also develops licensed products for more than 70 collegiate programs in the U.S.
