Cardinal Football

UofL Officially Announces New $160 Million Partnership With adidas

Chris Humphrey

UofL athletic director Tom Jurich held a formal press conference on Friday afternoon to announce the school’s new partnership with adidas.

See press release below.

adidas and the University of Louisville today announced that they have extended the 19-year partnership with the University of Louisville through 2027-2028.

A partner with adidas since 1998, the new agreement replaces the final year of the current deal, which was to run through 2019. The Portland, Ore., based company will supply footwear, apparel, accessories and marketing support for all 23 of the university’s intercollegiate athletic programs.

“Our new partnership with Louisville is one of our largest ever investments in sport in America,” said Mark King, adidas North America president. “When you think about college sports in America, you think Louisville. The athletic program the Cardinals have created is remarkable. These young athletes are impressive competitors in every sport. Louisville has been an important partner of ours for nearly 20 years, and we see tremendous value in our new partnership as we continue to shape the future of sports together.”

adidas and Louisville are going beyond the traditional college partnership by taking more of a multi-dimensional and symbiotic approach. Keeping the student athletes, future recruits and the city of Louisville in mind, the extension is constructed around collaborative widespread brand marketing efforts, athletic facility enhancements as well as the development of open source initiatives that continue to drive national awareness.

“When we began our relationship with adidas nearly 20 years ago, we weren’t in the same shape we are now,” said Tom Jurich, University of Louisville Vice President and Director of Athletics. “adidas has stood arm and arm with us through adversity and success. The biggest winners in our cooperative partnership have clearly been our student-athletes, who are at the focus of all that we do. We are thrilled to be partnered with an enterprise who shares our passion for innovation, pioneering efforts, striving for excellence and simply doing things differently.”

About adidas

adidas is a global designer and developer of athletic and lifestyle footwear, apparel and accessories with the mission to be the best sports brand in the world. As an innovation and design leader, adidas engineers the best in high-performance products to make athletes better, faster and stronger and creates a range of classic and fresh lifestyle and high-fashion lines.

 

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