The Texas Tech Red Raiders are beginning a 10-year deal with Adidas to become the new uniform, apparel, footwear, and accessory partner for the team.
The deal with Adidas also includes a nod to Texas Tech alum and three-time Super Bowl Champion, Patrick Mahomes, as his gladiator logo will be featured on the team’s home, away, and alternate football uniforms. Mahomes logo will also be on a new Patrick Mahomes-themed alternate uniform, per The Dallas Morning News.
Under Armor was the athletic program’s partner for nearly two decades before the Adidas deal was announced. While the Red Raiders will not disclose details on the new partnership, it’s expected to drive a 107% increase in the team’s average cash annual value compared to their previous deal with Under Armor, according to DMN. From 2020 to 2024, Under Armor was said to have paid Texas Tech approximately $12.9 million, Sports Business Journal reported.
Talk of using Adidas for the university’s athletic gear began when Kirby Hocutt, athletic director for Texas Tech, attended a gala put on by Mahomes’ foundation, 15 and the Mahomies, in Hawaii.
Hocutt recounted discussing apparel deals with Mahomes to DMN, saying, “[Mahomes] knew that our relationship with Under Armor was close to expiring and that we’d had preliminary discussions with Adidas. It was just perfect timing. [He] mentioned growing his brand, specifically within the college game, [Mahomes] told me ‘You know there’s only one university that’s going to be a part of that, right?’”
In a statement made via X, Hocutt expressed his excitement about the deal and what it means for the university’s athletic program.
“This is a monumental day as we align the power of Texas Tech Athletics with a global brand like Adidas and a generational athlete like Patrick Mahomes, a proud Texas Tech alum,” he said. “This collaboration will elevate the Texas Tech brand nationally, providing our student-athletes with the best apparel and equipment.”
Patrick Mahomes’ brand will debut on Texas Tech uniforms in the fall, when the team unveils a special uniform to honor the NFL star.
Mahomes has been dropping hints of a partnership between his alma mater and Adidas for quite a while, once wearing a Texas Tech shirt with the word ‘Adidas’ taped over the Under Armor logo. When the athletic program made the announcement via X, the Red Raiders made sure to pay tribute to Mahomes’ iconic move.
“I wouldn’t be where I am today if it weren’t for Texas Tech and I am proud to have helped bring Red Raider Nation into the three-stripe fam,” Mahomes stated. “Today is just the beginning of an incredible partnership with Adidas, so stay tuned for more to come this fall that we’re excited to be working on together!”
The deal struck with Adidas will also allow Texas Tech athletes to participate in Adidas’ affiliate program, which will help promote Adidas products while compensating Red Raider athletes, per DMN.
Hocutt shared more on what this part of the deal means for student-athletes under NIL (name, image, and likeness) agreements.
“There are real opportunities to engage in the NIL space through this brand and Adidas to grow awareness and exposure for Patrick’s brand while benefiting Texas Tech and our student-athletes.”
Hocutt continued to share his sentiments on the deal with Adidas, stating “This is a once in a generation opportunity to be able to align with a global apparel partner, but also with one of the world’s most talented and famous student-athletes who is a Texas Tech Red Raider… the opportunity to do those two things was just too appealing to not explore and to pursue.”
The partnership went into effect on July 1, as the university changed its online apparel to the new Adidas branding, per a post on X.
For now, Mahomes’ logo will only be featured on football uniforms, but the athletics department is looking for ways to incorporate it into other sports, Hocutt told DMN.