Texas Tech Partners with Adidas and Mahomes
Texas Tech Red Raiders have recently entered into a 10-year partnership with Adidas, marking a significant shift in their athletic program’s branding. The deal encompasses a wide range of collaborations, including uniforms, apparel, footwear, and accessories for the team. Notably, this partnership also pays homage to Texas Tech alum and three-time Super Bowl Champion, Patrick Mahomes, whose distinctive gladiator logo will feature prominently on the team’s football uniforms, including home, away, and alternate designs.
Before this agreement with Adidas, the Red Raiders had a longstanding partnership with Under Armour for almost two decades. While specific financial details of the Adidas deal have not been disclosed by Texas Tech, reports suggest a substantial increase in the team’s average cash annual value compared to their previous arrangement with Under Armour. According to sources, Under Armour had been paying Texas Tech approximately $12.9 million from 2020 to 2024.
The conversation around transitioning to Adidas for the university’s athletic gear gained traction when Kirby Hocutt, the athletic director for Texas Tech, engaged with Patrick Mahomes during an event organized by Mahomes’ foundation, 15 and the Mahomies, in Hawaii. Hocutt revealed that Mahomes was aware of the expiring partnership with Under Armour and the preliminary discussions with Adidas, which led to perfect timing for this collaboration. Hocutt shared a conversation with Mahomes where the NFL star emphasized the potential for growing his brand within the college sports realm, indicating Texas Tech as the ideal partner for this endeavor.
Expressing his enthusiasm for the new partnership, Hocutt highlighted the significance of aligning Texas Tech Athletics with a global brand like Adidas and a distinguished figure like Patrick Mahomes, who remains a proud Texas Tech alum. This collaboration is expected to elevate the university’s brand on a national scale while providing student-athletes with top-tier apparel and equipment.
The integration of Patrick Mahomes’ brand into Texas Tech uniforms is set to debut in the upcoming fall season, with a special uniform dedicated to honoring the NFL star. Mahomes had subtly hinted at the partnership through his actions, such as wearing a Texas Tech shirt with the Adidas logo taped over the Under Armour emblem. The Red Raiders acknowledged Mahomes’ influence in this transition and paid tribute to his pivotal role in the collaboration.
Furthermore, the agreement with Adidas opens up opportunities for Texas Tech athletes to engage in Adidas’ affiliate program, allowing them to promote Adidas products while receiving compensation. This aspect of the deal holds particular significance in the context of Name, Image, and Likeness (NIL) agreements, providing avenues for student-athletes to enhance their personal brands while benefiting from the partnership with Adidas.
The partnership officially commenced on July 1, with the university’s online apparel reflecting the new Adidas branding. Looking ahead, Texas Tech’s athletics department aims to explore ways to extend Mahomes’ logo beyond football uniforms and incorporate it into other sports, showcasing a continued evolution of the collaboration between Texas Tech, Adidas, and Patrick Mahomes.