Georgia Tech has officially struck a monumental 10-year apparel partnership with Under Armour, valued at approximately $186.6 million, according to reports from ESPN’s Pete Thamel and the Atlanta Journal-Constitution. The deal — which takes effect on July 1, 2026 — will make Under Armour the exclusive apparel provider for all Georgia Tech athletic programs, marking one of the most lucrative agreements in collegiate sports history.
The new partnership represents a major upgrade for the Yellow Jackets, coming in at nearly six times the annual value of their current deal with Adidas. Georgia Tech previously earned an average of $3.11 million per year in cash and product under its six-year Adidas contract, signed in 2018.
The Strategic Shift: Why Georgia Tech Moved On from Adidas
Georgia Tech’s previous deal with Adidas was set to expire in 2024, and while the two parties extended the partnership through 2026, it was clear the athletic department was exploring long-term alternatives.
This new alliance with Under Armour is not merely about apparel — it’s about brand elevation, NIL innovation, and competitive positioning in the modern collegiate landscape.
Ryan Alpert, Georgia Tech’s Vice President and Director of Athletics, highlighted the transformative potential of the deal:
“We’re thrilled to partner with Under Armour, an organization that shares our commitment to excellence, innovation, and amplifying the Georgia Tech brand across the globe. Our partnership will play a big part in Georgia Tech moving forward in this new era of collegiate athletics and competing for championships at the highest level.”
Under Armour’s Comeback in Collegiate Athletics
For Under Armour, this deal signals a major resurgence in the college athletics space. Once a dominant force in NCAA apparel partnerships, the brand has recalibrated its portfolio in recent years, focusing on performance-driven programs that align with its core identity.
Reuniting with Georgia Tech carries symbolic weight — the Yellow Jackets were Under Armour’s first-ever collegiate client when the two initially partnered in 1996. Now, three decades later, the two are reconnecting with renewed ambition and purpose.
Craig Cummings, Under Armour’s VP of Team Division, noted:
“As we mark our 30th anniversary next year, we’re thrilled to team back up with Georgia Tech, our first collegiate client. We’re energized by the momentum in Atlanta and look forward to amplifying our presence in the community through meaningful activations and shared purpose.”
From Russell to Adidas to Under Armour — A Full Circle Moment
Georgia Tech’s apparel journey reflects the broader evolution of collegiate sports branding.
- The school wore Russell Athletic for over two decades before moving to Under Armour in 1996.
- In 2018, Georgia Tech switched to Adidas, embracing a global performance identity.
- Now, in 2026, they’ll return to Under Armour, symbolizing a renewed focus on American performance heritage and athletic innovation.
The first official appearance of the new Under Armour-branded kits will come on September 5, 2026, when Georgia Tech faces Deion Sanders’ Colorado in Atlanta — a high-profile stage to reintroduce the partnership to fans nationwide.
Strategic Context: Why This Deal Matters
This record-breaking partnership extends beyond apparel — it signals a redefinition of value in college athletics. As programs across the NCAA embrace Name, Image, and Likeness (NIL) opportunities, apparel brands are no longer just outfitters — they’re ecosystem partners driving athlete exposure, brand storytelling, and digital engagement.
For Georgia Tech:
- The financial boost strengthens recruiting, facilities, and NIL infrastructure.
- The partnership aligns with Atlanta’s growing sports economy — a hub for collegiate, professional, and grassroots development.
For Under Armour:
- It repositions the brand in a hyper-competitive college sports market dominated by Nike and Adidas.
- It underscores Under Armour’s intent to re-establish credibility through performance authenticity and heritage partnerships.
The Business of College Apparel Deals
Georgia Tech’s Under Armour deal marks the next stage in the arms race for athletic apparel dominance across college sports.
Strategic takeaways:
- Valuation Escalation: Nine-figure deals are becoming the new benchmark for Power 5 programs seeking alignment with global performance brands.
- NIL Integration: Modern deals extend beyond uniforms — they include NIL activations, social content pipelines, and athlete-led branding opportunities.
- Regional Identity: Under Armour’s Atlanta focus mirrors how brands now localize partnerships to tap into city-level influence and culture.
- Portfolio Realignment: Expect more targeted brand-school alliances as major players consolidate around select flagship programs.
This is not just a sponsorship — it’s a strategic rebranding of collegiate performance identity in an era where tradition meets commercialization.
Georgia Tech’s $186 million Under Armour deal is a statement: college sports aren’t just competing on the field — they’re competing in the global brand economy.
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