Adidas adds Southern Mississippi to college portfolio

The University of Southern Mississippi has entered into a long-term partnership with German sportswear company Adidas.

The deal will run until the end of the 2024-25 season and names Adidas as the official athletic footwear, apparel and accessory brand of the university’s Golden Eagles sports teams.

Financial terms of the agreement were not disclosed but the Hattiesburg American newspaper, citing sources familiar with the negotiations, said the deal would be worth “well north of $4m (€3.4m)” in product allocation. The report added that Adidas would allot a figure “in the low-to-mid six figures” for product activation.

The deal will become effective from July 2018. Adidas will replace US sportswear brand Russell Athletic as Southern Mississippi’s apparel provider.

Jon Gilbert, director of athletics for the university, said: “Our department leadership team was focused and deliberate in our assessment and evaluation of potential vendors. We interviewed an array of companies to find the best fit for the University of Southern Mississippi.

“In the end, we found Adidas to be the best partner for our department. Our comprehensive agreement will provide the highest quality look and feel – for the highest levels of athletic competition. We are excited to make Adidas products available to our student-athletes and have their iconic brand across our department.”

Adidas is the official uniform, footwear and apparel provider for more than 100 collegiate programs including Arizona State, Indiana, Kansas, Louisville, Miami, Mississippi State, Nebraska, North Carolina State and Texas A&M.