UPDATE: On July 1, 2024, Texas Tech officially switched from Under Armour to adidas. The two signed a 10-year deal that will end in 2034. The original story continues below.
With college football in full swing, fans of the sport have been routing for their favorite teams as they play for Bowl bids. One of the most intriguing news stories from the world of college sports comes from Kansas City Chiefs quarterback Patrick Mahomes. Mahomes took to Twitter over the weekend to subtly announce that his alma mater, Texas Tech, will join him at adidas in July 2024. Mahomes teased the move by wearing a Texas Tech T-Shirt with an adidas sticker covering up where the Under Armour logo would normally be displayed. The genius marketing move was a recreation of a time Mahomes covered the Under Armour logo on his Texas Tech gear when he attended the Red Raiders' Final Four game back in 2019.
Texas Tech is currently signed to Under Armour. The two have been in partnership since 2006, and signed an exclusive sponsorship deal with them in 2009. In 2020, the two signed a four-year extension worth $12.9 million. When their contract ends on June 30, 2024, it looks like Texas Tech will officially join Mahomes at adidas. It shouldn't be surprising to see Mahomes push to get his former college sponsored by the Three Stripes given his longstanding relationship with the brand. It will be interesting to see if the new partnership will be Texas Tech under adidas branding or Mahomes' label. We will keep you posted on all the adidas x Texas Tech information as it becomes available, so keep it locked to our Twitter and the Sole Retriever mobile app.
Steve Jaconetta is the Head of Content based out of Connecticut. An encyclopedia for sneaker releases, he's covered the industry for over fifteen years. His stops have included Sole Collector, Complex, and StockX, to name a few. He considers the Air Jordan 11 Concord the greatest sneaker of all time and has a strong affection for 80s pop culture. Email: steve@soleretriever.com
