From Ali to Kanye to Lamar:
By Howie Lindsey
Adidas’ American BOOM is a Huge Boost for Louisville
A NEW PARTNERSHIP worth $160
million makes Louisville the highest-earning
college program in Adidas history.
The new deal, announced in late August,
will include 10 years of apparel and branding
partnership between the University of Louisville
and the global shoe brand at a rate of $16 million
per season.
“Our new partnership with Louisville is one
of our largest ever investments in sports in
America,” Adidas North America president
Mark King said. “When you think about college
sports in America, you think Louisville. The
athletic program the Cardinals have created is
remarkable. These young athletes are impressive
36 EXTOL SPORTS / OCTOBER 2017
competitors in every sport.”
The partnership between UofL Athletics
and Adidas will not only include clothing and
shoes, but also facility enhancements and
collaborative, widespread brand-marketing
efforts meant to take the Louisville logo to an
international audience.
While the $160 million is certainly headline
grabbing, the more interesting story is where
this deal came from and where it is going.
GENESIS
The deal with Louisville started nearly 20
years ago when Louisville Vice President and
athletic director Tom Jurich was working to find
a partner for athletics in the apparel business.
“Our first deal was if we bought two pairs
of shoes, the third would be half price,” Jurich
said with a smile. “We have come a long way
since then.”
Since then, Louisville has gone from
Conference USA to the Big East to the American
and now to the ACC, arguably the nation’s top
all-sports league. And along the way, Louisville’s
elite athletes – national champions, Gold Medal
winners and Heisman Trophy winners – have
worn the three stripes that Adidas is known for.
“When we began our relationship with adidas
nearly 20 years ago, we weren’t in the same