Adidas replaces Nike as East Carolina partner

German sportswear giant Adidas has agreed a 10-year partnership with East Carolina University’s department of athletics.

In a deal that will run from the 2016-17 to 2025-26 athletics seasons, Adidas has been named the official athletic footwear, apparel and accessory brand of the university’s Pirates teams.

“Adidas is already nationally-recognised for their quality, service and leadership in collegiate athletics,” Jeff Compher, ECU director of athletics, said. “Their desire to partner with ECU will accelerate the growth of our Pirate brand.”

Compher told the Associated Press news agency that the deal would be worth around $16.5m (€15.2m) and would free up between $300,000 and $400,000 for the ECU to use on other initiatives that are not apparel-based.

East Carolina’s existing deal with US sportswear firm Nike expires on May 31, 2016. East Carolina will join Arizona State, Indiana, Kansas, Louisville, Miami, Mississippi State, Nebraska, North Carolina State, Texas A&M and UCLA with a top-tier all-sport, multi-year partnership agreement which will allow the department to reallocate money previously spent on apparel to other areas, including the cost of attendance.