Friday marked the end of an era — and the beginning of a new one — inside Penn State Athletics.

The university announced a 10-year brand deal with Adidas, moving away from a 33-year partnership with Nike that began when Penn State football joined the Big Ten in 1993. According to a Penn State release, the deal with adidas will begin on July 1, 2026.

Adidas will now become the leading provider of Penn State uniforms, footwear and apparel for all 31 varsity programs.

According to Jon Sauber of the Centre Daily Times, the deal is worth roughly $300 million.

Adidas has broken into the college sports scene this summer. The major sports apparel brand announced a similar 10-year deal with Tennessee. Importantly, as it did with the Volunteers, adidas will support Penn State’s Name, Image and Likeness efforts in the agreement.

In the release, Penn State said its student-athletes will begin “prioritizing high-impact NIL agreements and brand marketing campaigns” ahead of the official start date of the new partnership with Adidas. Two noteworthy Penn State football alumni are already signed with adidas: Green Bay Packers star Micah Parsons and New York Giants 2025 first-rounder Abdul Carter.

Then, once the partnership begins, all student-athletes will be eligible to participate in adidas’ NIL Ambassador Network.

“Penn State Athletics has been blessed with incredible partners throughout our history, but today, we step into a bold new era,” Penn State athletic director Pat Kraft said in a statement. “From the field to the court, the mat to the pitch, this partnership goes far beyond uniforms, it is unlike anything else in the marketplace.

“Adidas is making an unprecedented commitment to Penn State: delivering record investment in our department, groundbreaking NIL and marketing opportunities, and access to technology and innovation that no other program can match.

“This agreement sets a new industry standard, fueling championship performances, empowering our student-athletes to grow their personal brands, and creating unmatched platforms for them to shine on the national and global stage. Together, we’re building something that will transform what’s possible for Penn State Athletics and for every student-athlete who wears the Blue & White.”

On3 first reported on Tuesday the possibility of Penn State signing with adidas. A university spokesperson confirmed the athletic department was actively evaluating its options.

“Penn State Athletics is conducting a Request for Proposal (RFP) for its future apparel partnership and evaluating various opportunities. This process will enable Penn State Athletics to identify the best partner to support our student-athletes, coaches and fans.”

Adidas North America President John Miller highlighted “championship potential” at Penn State as a reason this was an attractive deal.

“Adidas is committed to partnering with universities like Penn State that possess rich tradition and championship potential in equal measure. We see this new agreement as a unique opportunity for us to help shape the next chapter of Penn State Athletics while staying true to everything that makes the Nittany Lions an iconic brand,” Miller said in a statement.

Now, after more than 30 years, a new logo will accompany Penn State’s iconic sports teams, uniforms and facilities.

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