Penn State’s long run with Nike is over, and the adidas era officially starts July 1.
That shift is bigger than a simple logo swap. It ends a 33-year partnership with Nike and opens the door to a 10-year deal that could be worth as much as $300 million in cash, equipment and NIL funding. adidas is now Penn State Athletics’ official footwear, uniform, clothing and sideline partner, and the university is treating the launch like a full-scale branding event.
Penn State plans to mark the change with a pop-up store on campus and other marketing tie-ins. Adidas-branded merchandise goes on sale July 1, and the school is also clearing out some discounted Nike gear on its eBay surplus site ahead of the transition.
The pop-up shop will run for seven days in July at Pegula Ice Arena, just across from the Bryce Jordan Center. It opens at 9 a.m.
ET on July 1, with hours listed for July 2, 8, 9, 10, 11 and 12. Penn State says the store will carry “exclusive merchandise” representing all varsity sports.
Fans will also be able to take pictures with the 1982 and ’86 national championship trophies on select days.
There’s even a food angle to the rollout. The Penn State Creamery will unveil a limited-edition ice cream flavor connected to the adidas launch, and scoops will be sold at the pop-up shop on July 1 from noon to 7 p.m.
The business side of the deal matters just as much as the branding. Penn State becomes one of the biggest athletic departments in adidas’ portfolio, and athletic director Pat Kraft said last year the partnership would set an “industry standard.” Adidas will provide cash and gear for Penn State’s 31 varsity programs, but the NIL piece is a major part of the package too.
Penn State said it will work with adidas to create “high-impact NIL agreements and brand marketing campaigns” for Nittany Lions athletes. Players will also be eligible for adidas’ NIL Ambassador Network, which allows them to become paid brand affiliates.
Kraft framed the deal as a major investment in the program’s future.
“After months of anticipation, the day is finally here, and I couldn’t be more excited to officially welcome adidas to the Penn State family," Penn State Athletic Director Pat Kraft said in a statement. "This partnership is about far more than apparel.
It’s a bold statement about the future of Penn State Athletics and our unwavering commitment to competing at the highest level. This partnership represents a landmark investment in Penn State Athletics, one that will create new opportunities for our student-athletes and strengthen every program as we pursue championships.
"This is about giving our student-athletes every possible advantage. It’s about giving Nittany Nation an exciting new way to wear its pride.
And it’s about building something together that will elevate Penn State Athletics on both the national and global stage. We’re incredibly proud to begin this new era with adidas, and we can’t wait to show the world what’s next."
The Nike relationship goes back decades. Penn State had been with the company for 33 years, and former coach Joe Paterno was wearing Nike shoes even before 1993, when Penn State was one of four schools used to launch Nike’s college brand. The university and Nike reached the end of that contract last year, and Penn State announced in 2025 that it would move to adidas.
Adidas North America president John Miller tried to ease concerns that the company would meddle with Penn State’s clean uniform look, though the school still could expand its alternate-uniform plans in the future.
“adidas is committed to partnering with universities like Penn State that possess rich tradition and championship potential in equal measure," Miller said in 2025. "We see this new agreement as a unique opportunity for us to help shape the next chapter of Penn State Athletics while staying true to everything that makes the Nittany Lions an iconic brand."
Chris McGuire, adidas vice president of sports marketing, North America, said the company sees the Penn State fan base as a major part of the appeal.
“Few organizations in sports can claim a fanbase as passionate as Penn State," said Chris McGuire, adidas vice president of sports marketing, North America. "As we launch this partnership, we want fans to know that passion is shared by adidas and our former Nittany Lion athlete partners. This is just the beginning of our commitment to create special experiences for every student-athlete and fan who bleeds blue and white."
Penn State football players were still wearing Nike gear at a recent NIL event in New Jersey, but that changes starting Wednesday, when they’ll be outfitted in adidas.
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