Texas Tech Announces Partnership with Adidas in Multi-Year Apparel Deal
Texas Tech University has officially announced a major partnership with Adidas in a new multi-year apparel and footwear deal, marking a significant shift in the Red Raiders’ branding and athletic identity. The agreement, which will outfit all 17 varsity athletic teams, is set to begin with the 2025–26 season.
After over a decade with Under Armour, the Red Raiders’ move to Adidas is being viewed as a strategic decision to elevate the program’s national presence and align with a globally recognized sports brand. Athletic Director Kirby Hocutt stated that the deal “offers a fresh opportunity to reimagine our look while continuing to build a championship culture at Texas Tech.”
Adidas will now provide all uniforms, footwear, and sideline apparel for the university’s athletic programs. In addition, the deal includes performance innovation support, custom designs, and marketing initiatives aimed at enhancing Texas Tech’s visibility across the college sports landscape.
The partnership has generated excitement among fans and athletes alike. Players have already been involved in preliminary design discussions, with an emphasis on maintaining Red Raider traditions while incorporating modern design elements. Adidas, known for its bold and innovative approach to sportswear, has pledged to collaborate closely with athletes and staff to ensure performance excellence and strong visual identity.
This deal also has implications off the field. The partnership will provide name, image, and likeness (NIL) opportunities for student-athletes, furthering Texas Tech’s commitment to supporting their athletes beyond the game.
As Texas Tech continues to rise in the Big 12 and beyond, this Adidas partnership signifies more than a wardrobe change—it represents a new era of investment, growth, and ambition for Red Raider athletics. Fans can expect updated uniforms, unique merchandise drops, and national exposure as this collaboration unfolds.
