By Keaton Hargett, FrontPorchSports.com
Posted: July 1, 2025, 06:27 PM CDT
As the Founder, CEO, and President of Front Porch Sports, I’m Keaton Hargett, and today, we’re diving into a significant shift that’s rocking the industry. Auburn has officially switched from Under Armour to Nike, effective today, July 1, 2025, and Texas Tech has moved to Adidas. This leaves Under Armour with a dwindling roster of schools, raising questions about its relevance—much like Android users who ruin group chats with those pesky green messages and are often seen as the out-of-touch older crowd in a sea of iPhone blue bubbles.
Auburn announced their new 10-year Nike partnership on X today, with merchandise set to launch July 25. Coaches like Hugh Freeze and Steven Pearl are optimistic about the switch, citing improved gear for Jordan-Hare Stadium. Auburn had a long-standing appreciation for Under Armour, largely due to Cam Newton’s high-profile deal with the brand during his Heisman-winning days, which spanned their 20-year partnership ending now.
This shift is compounded by Texas Tech’s recent move to Adidas, driven by the influence of alumnus Patrick Mahomes, with new uniforms debuting November 9 against Colorado. The last time a program switched to Under Armour was in 2021, when the University of Maryland renewed and expanded its deal—a rare win that hides the fact that Under Armour was founded by a Maryland alum. Since then, Under Armour’s current college football programs include Notre Dame, Utah, South Carolina, Wisconsin, Maryland, and Northwestern. In contrast, Nike represents 17 of the top 25 college football teams, and Adidas gains ground with Texas Tech.
The rise of NIL deals has intensified brand competition, and Under Armour’s losses mirror the Android struggle—once a contender, now struggling to keep up with the sleek, trendy options. With Auburn’s departure and Texas Tech’s Mahomes-led switch, Under Armour faces pressure to rebuild, much like Android’s fight to shed its reputation among the younger, trendier iPhone-dominated market. Fans can expect Auburn’s Nike merch July 25. Share your thoughts in the comments—can Under Armour recover? Follow me on X @KeatonItReal_ for more.
Keaton Hargett is a contributor to FrontPorchSports.com. Follow him on X @KeatonItReal_ for more updates.