The University of Tennessee's 10-year partnership with Adidas took effect on Thursday, making Adidas the official footwear, uniform, apparel and sideline partner for the Vols and Lady Vols. For Chattanooga-area fans, students and families, the immediate change is practical: new Tennessee team gear and branded merchandise will now shift to Adidas designs ahead of the 2026–27 sports season.

The agreement covers Tennessee Athletics across its men's and women's programs. For local retailers, back-to-school shoppers and supporters planning fall purchases, the brand change is likely to affect what appears in stores, online listings and sideline apparel tied to Tennessee teams.

University officials announced the deal in 2025, saying it would begin with the 2026–27 season and run for 10 years. Adidas and the university said the arrangement includes uniforms, footwear and apparel for Tennessee student-athletes, coaches and staff.

What changed on Thursday for Tennessee fans and shoppers

Thursday marked the official start of the contract period previously announced by the university and Adidas. That matters locally because Chattanooga has a large base of Tennessee alumni and supporters, and the apparel switch will be visible in fan purchases, school-year spending and game-day merchandise.

  • Adidas is now Tennessee's official footwear partner.
  • Adidas is now Tennessee's official uniform partner.
  • Adidas is now Tennessee's official apparel and sideline partner.
  • The partnership applies to both the Vols and Lady Vols.
  • The contract term is 10 years.

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"Adidas will serve as the official footwear, uniform, apparel and sideline partner for the Vols and Lady Vols."

What the university and Adidas said when announcing the deal

In their 2025 announcements, the University of Tennessee, Knoxville, Tennessee Athletics and Adidas said the partnership would begin for the 2026–27 season. The school described the agreement as a long-term athletic outfitting deal across Tennessee's sports programs.

Adidas said the agreement would expand its presence in college athletics and reconnect the company with a major Southeastern Conference program. Tennessee Athletics presented the move as a new phase for the department's uniforms, footwear and licensed apparel.

In the official 2025 announcement, Tennessee and Adidas said the partnership would run for 10 years and take effect for the 2026–27 season.

The university's Knoxville campus is the flagship campus of the University of Tennessee system. Tennessee Athletics, the department that oversees the Vols and Lady Vols, manages the school's varsity sports programs and their commercial partnerships.

What Chattanooga readers should watch next

For Chattanooga residents, the next visible changes will likely come through retail availability, school-year apparel buying and the appearance of Adidas branding on Tennessee sidelines and official team wear. Fans looking for official updates on merchandise rollouts, team uniforms or branded releases should check Tennessee Athletics and the university's official announcements.

Business owners and readers with questions about our reporting standards can review our Editorial Policy. If you spot a local retail change tied to Tennessee merchandise in Chattanooga, you can also reach us through Contact Us.

Primary sources: University of Tennessee, Knoxville. Reported by Source Text Link, Adidas Group, University of Tennessee Athletics, Chattanooga Times Free Press.