Auburn Welcomes Nike as Alabama Remains Mum on Apparel Deal
Auburn celebrated a momentous occasion on July 1, 2025, as the university officially transitioned from Under Armour to Nike, marking a significant shift in its athletic apparel partnership after two decades. The announcement, made on April 9, 2024, drew enthusiastic crowds eager to purchase swoosh-branded gear—a welcome return to branding not seen since the early 2000s.
In contrast, Alabama’s athletics department kept its recent contract extension with Nike low-key, lacking any public announcement. Athletic Director Greg Byrne confirmed the extension was "very competitive," yet specific details remained undisclosed, with records unavailable for public inspection. Unlike Auburn, which celebrated its new 10-year deal with Nike, Alabama has opted for a more private approach, running most contracts through the Crimson Tide Foundation.
While Alabama’s previous contract with Nike, signed in 2013, was valued at $63 million in cash and apparel, comparisons with other top programs like Texas and Ohio State highlight potential discrepancies in financial rewards. Each of those institutions secured substantial deals worth $250 million and $252 million, respectively. Auburn’s former deal with Under Armour, scrutinized for its declining stock value, underscores the need for transparency in athletics agreements.
The shifting landscape of college athletics also reflects broader trends, including recent agreements with NIL incentives, as schools vie for recruits. Tennessee’s announced switch to Adidas for 2026 promises "unprecedented" NIL partnerships, raising questions about Alabama and Auburn’s standing in this evolving market.
As Auburn embraces its new identity, Alabama’s silent yet competitive ties with Nike prompt speculation about the intricate dynamics of athletic apparel contracts in collegiate sports.
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