What it all means: Auburn begins decade-long deal with Nike

Auburn University and Nike officially kick off their 10-year agreement on July 1, 2025. The agreement was announced on April 9, 2024, in which Director of Athletics John Cohen said this:

“We are excited to enter this new partnership with Nike, a brand that consistently champions athletes and sport around the world. We are appreciative of their strong support throughout this process. (Auburn) believes that our 10-year agreement, beginning in July 2025, will continue to elevate Auburn and best serve our student-athletes and our university moving forward.”

“We are also grateful to Kevin Plank and Under Armour for their 18 years of valued partnership in growing the Auburn brand and serving our student athletes, coaches, and fans. We look forward to the opportunity to celebrate this relationship throughout the final year ahead.”

Friend of the site and expert on all things Auburn uniforms, Clint Richardson — who runs auburnuniforms.com — has provided to Auburn Live his thoughts on the Auburn-Nike deal, how it came to be, and why it’s important moving forward.

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The Auburn-Nike Era: Why This Change Matters

For the first time in nearly two decades, Auburn will be changing apparel provider partners. After 18 years with Under Armour, the Tigers will now enter the Nike era. A lot has been said about this change since Auburn announced it in April 2024. But what does it truly mean for Auburn and Auburn Athletics. But before we look ahead, it’s important to understand the road Auburn took to get here.

The Under Armour Era: A Complicated Legacy

Auburn made history in 2005 when it became the first Power Five school to sign with Under Armour, launching a partnership that began with the 2006–07 athletic season. At the time, UA was a rising brand—scrappy, ambitious, and ready to challenge the industry giants. The new kids on the block teamed up with the ever-doubted underdog school as Auburn became their flagship school.

There were undeniable highs: the 2010 football national championship and a return trip to the title game in 2013. Men’s basketball’s first-ever Final Four appearance in 2019 and again in 2025, with multiple SEC titles along the way. Softball coming one win shy of a national championship in 2016, in their second consecutive Women’s College World Series appearance. Two trips to the College World Series for the baseball program, with milestones along the way. 

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Auburn teams in Under Armour gear consistently delivered moments that defined a generation.

But the partnership also had its lows—on the field, and off it. Multiple coaching changes. Missed postseasons. An unstable athletic department. Under Armour’s own fortunes declined, with the company’s stock plummeting just a few years after awarding Auburn $10 million in stock options as part of the 2015 contract renewal. By mid-2025, that investment would be worth barely $1.2 million. UA faced public legal issues, including SEC (no, not the Southeastern Conference) charges over misleading investors and questionable financial practices. Founder Kevin Plank stepped down as CEO, outside hires failed to immediately right the ship, and Plank returned as CEO in 2024.

A full roadmap could be drawn outlining the circumstances that brought Auburn to this decision point. But in the end, it came down to the leadership of Athletics Director John Cohen and his team. After conversations with student-athletes and administrators at peer institutions, the answer became clear: it was time to move on. And Nike was the best fit.

The Auburn Uniform Database recently published a seven-part series documenting every uniform that Auburn teams have worn during the eighteen-year partnership with Under Armour.

Why the Switch to Nike Matters

Nike is more than just a sportswear company—it’s the most powerful brand in global athletics. From LeBron James to Serena Williams to Victor Wembanyama, the world’s top athletes wear the Swoosh. It dominates not just in product quality, but in cultural capital.

Under Armour had once staked its growth on being the brand of the next generation. And for a time, it worked—young kids wore UA with pride. But research showed those kids weren’t sticking with the brand as they grew up. Their tastes matured, and they shifted to Nike, Adidas, and other legacy brands.

Auburn aligning with Nike elevates the school’s brand. Auburn and Under Armour often embraced the uphill battle to becoming top-tiered brands in a forest of giants. Now, Auburn shifts focus to solidifying a national brand university-wide. Auburn believes to be a top dog – athletically and academically – and now can fully embrace that with a logo on the uniforms and apparel that isn’t concerned with the up-and-comers. 

Nike carries weight—on the field, on the sideline, and on store shelves. And Auburn will benefit from this symbiotic relationship.

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Alumni Visibility

Two of Auburn’s most iconic athletes—Bo Jackson and Charles Barkley—are Nike ambassadors. For years, they’ve supported Auburn from afar, aesthetically speaking, often wearing generic orange-and-blue gear, always avoiding the officially licensed Under Armour apparel. Now, likely for the first time since their playing days, they’ll be able to wear official Auburn apparel again – the same items players, coaches, and fans in the stands will be sporting. 

It may seem symbolic and mundane, but it matters. Seeing legends proudly wear the same gear as the players builds bridges between generations—and it sells. Having two of the greatest athletes ever fully repping your school – it’s only going to be beneficial. 

Student-Athlete’s Experience

Ask any Auburn student-athlete what they’re most excited about, and you’ll hear a common theme: the shoes.

Footwear has long been Under Armour’s weak point, particularly in football and basketball. Now, Auburn athletes will have access to some of the best cleats and court shoes in the world—lighter, faster, more comfortable and supportive. 

While each uniform manufacturer has been fighting an arms race in recent years, Nike carries technological developments that the others haven’t been able to replicate.

This switch isn’t just about looking good. It’s about playing better. Auburn’s student-athletes can better trust their cleats will work as advertised, removing even the smallest bit of doubt from their minds. 

A New Wave of Merchandise

For fans, the most immediate change will be in the merchandise aisles.

Nike’s supply chain and retail presence dwarf that of Under Armour. Auburn fans will now have more apparel options—both in variety and availability. Auburn fans can expect to see a wider variety of merchandise available in their favorite stores.

Auburn’s partnership with Nike also opens the doors to new product lines or improved items from what Under Armour offered. Like UA, Nike offers team-branded shoes each summer. Between the Pegasus and Air Zoom models – and whatever silhouettes they may utilize in the future – Nike’s fan footwear options outshine previous offerings.

While both companies feature far too many “templated designs” – one base design updated with team-specific logos, colors, and battle cries – Nike’s apparel is often better received and more unique than that of Under Armour. (That could very well just be the critical minority speaking out about Under Armour.)

Though Auburn is not a Jordan Brand-partnered school like Florida, Oklahoma, Michigan, and North Carolina, there are chances that Jordan releases Auburn colorway sneakers in the future. The Nike Air Trainer SC High shoes first released in 1990 quickly became Bo Jackson’s signature shoe. The orange and blue colorway that unofficially is connected to Auburn was re-released earlier this year. 

It won’t be surprising to see more Auburn colorways, official or not, of Nike and Jordan sneakers released in the upcoming years.

What Will Change Uniform-Wise

Auburn has long leaned into tradition—especially in football—and there’s no indication that will be abandoned. 

Nike will convert every sport on campus to their latest templates. With that, some minor visual changes may crop up. For example, Nike’s latest football template, the Vapor F.U.S.E., includes a cow-catcher-looking grille on the front of the collar. Many teams have continued to place their primary logo here on the collar. While fans have clamored for the return of the 1990s-era “button” logo on the collar, sources indicate that there will be no design changes to Auburn’s football uniforms.

Baseball and softball will likely jump to the template currently used by MLB teams, the same one that encountered a world of complaints from players and fans alike. Nike has fixed many of those issues, to their credit, but new templates and new manufacturing processes often lead to unintended consequences like these. Design-wise, we may see both diamond sports incorporate classic pullover designs or simplified striping patterns. 

Both basketball teams will likely move to the NBA-like template Nike has used for multiple years now. Under Armour had covered the full uniform in a unique mesh pattern since 2015, but Nike has a much simpler fabric with laser-perforated marks on the front underneath the chestmark logo. 

Template-wise, Nike presents a different approach to uniform design than Under Armour. Nike gives Auburn’s team sports an opportunity to reset design-wise from what had been solidified during the Under Armour, much like Soccer settling on the striped sash design for the last decade.

What About Alternate Uniforms?

This question is brought up all the time. Will Nike push alternate uniform designs on Auburn and outfit the Tigers in crazy designs like other teams have worn?

Simple answer: no.

It’s important to remember that the team ultimately has final say on what uniform designs they wear. The uniform manufacturer can always pitch new designs, but the program has to agree.

Auburn has long been against alternate uniforms for the football team. The alternate-colored facemasks introduced in 2021 were a big change for this program, and one that required the equipment team going up the ranks to get approval from all parties involved.

While I personally think the facemasks inched open the door to alternate uniforms ever so slightly, the decision makers that have long disapproved change are still in power. As long as Auburn remains Auburn, then the Tigers will likely not make any changes.

Realistically, it takes over a year to fully design, order, and prepare new uniforms for a team, even for just one game. Auburn and Nike have been working to get the basics ready for the 2025-26 season. Anything out of the ordinary is more likely to appear the following season, should they be currently working on it.

Under Armour had long pushed alternate uniforms on Auburn. Remember the 2010 “True Blue” game against Clemson when the navy helmet leaked? Recently, I found a fully prepared and ready to go orange jersey that would’ve appeared in 2008 or so on ebay. These things were made, whether as pitch samples or not, but never saw the gridiron.

Nike may be able to present Auburn with better design options. They may have better sales people to pitch Auburn. But it ultimately comes down to Auburn.

Stepping into a New Era

This switch isn’t about chasing trends. It’s about aligning Auburn Athletics with a brand that can elevate its athletes, its visibility, and its long-term goals.

With Nike, Auburn joins the biggest names in college sports—from Alabama and Georgia to Ohio State, Oregon, and LSU. The Tigers now have the gear, the platform, and the momentum to take the next step—not just on the field, but across the entire athletic department.

And the Auburn Uniform Database will be there every step of the way, covering every detail of every uniform, just as we have for over a decade.