The Texas Tech Red Raiders football team will have a new look next season.
After being sponsored by American brand Under Armour since 2006, Texas Tech is shifting to German sportswear giant Adidas, effective Monday, July 1.
The agreement between Texas Tech and Adidas is set to last for ten years, making the Three Stripes brand the university's official footwear, uniform, apparel, and accessory partner across all sports.
The financial terms of the deals were not disclosed, but they represent a 107% increase in annual cash compared to Texas Tech's previous deal with Under Armour, which paid about $12.9 million from 2020 to 2024, according to the Sports Business Journal.
Adidas Texas Tech merchandise quickly became available for sale on the brand's website, local retailers, and through online retail partners immediately following the announcement of the partnership.
Patrick Mahomes, major facilitator of the Texas Tech-Adidas deal
Kansas City Chiefs star quarterback Patrick Mahomes, who played college football at Texas Tech, was instrumental in making the partnership possible.
"i wouldn't be where I am today if it weren't for Texas Tech and I'm proud to have helped bring Red Raider Nation into the three-stripe fam," the reigning Super Bowl MVP said in a statement.
Mahomes' brand logo with Adidas will be featured on Texas Tech's home field and on a special alternate uniform set to be revealed later this year.
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