Tennessee announces new apparel deal with Adidas, which includes 'unprecedented' NIL program

Tennessee has announced a new apparel deal with Adidas, which includes an "unprecedented" name, image, and likeness (NIL) program for its student-athletes. The 10-year agreement, worth over $100 million, will provide Tennessee with the latest Adidas uniforms, gear, and equipment. The NIL program, a first of its kind, will allow Tennessee's student-athletes to earn money through endorsement deals with Adidas. This program will give Volunteers athletes the opportunity to build their personal brands and generate income from their name, image, and likeness. The partnership highlights Adidas' commitment to supporting student-athletes and their NIL rights. Tennessee's athletic director praised the deal, stating that it will enhance the overall student-athlete experience and provide new avenues for them to monetize their brand. The agreement underscores the growing importance of NIL in college sports and Adidas' strategic focus on aligning with universities that prioritize their student-athletes' success both on and off the field.