Columbia, South Carolina, August 26, 2025
News Summary
The University of South Carolina (USC) Athletics has entered into a transformative 10-year partnership with Nike, set to begin in 2026. This agreement ends USC’s long-standing relationship with Under Armour, introducing Nike as the exclusive provider of uniforms, footwear, apparel, and equipment for all 21 collegiate sports programs. The collaboration aims to elevate the Gamecock brand while enhancing offerings for fans. USC Athletics Director Jeremiah Donati expressed confidence in Nike’s commitment to fostering athletic excellence, with substantial financial backing and innovative marketing strategies outlined in the deal.
Columbia, South Carolina – USC Athletics Partners with Nike in Major Deal
The University of South Carolina (USC) Athletics has announced a significant 10-year partnership with Nike, set to commence on July 1, 2026. This new agreement marks a shift from the university’s longstanding partnership with Under Armour, which began in 2007 and will conclude on June 30, 2026.
Nike will provide uniforms, footwear, apparel, and equipment for all 21 athletics programs at USC. The transition is anticipated to bring a fresh look to the Gamecocks, along with enhanced product offerings for fans. The partnership has been formally approved by the USC Board of Trustees during a meeting held on August 22, 2025.
USC Athletics Director Jeremiah Donati expressed optimism about the collaboration, underscoring Nike’s dedication to motivating athletes and fostering engagement in sports. The new deal is valued at approximately $70 million in retail allotment, accompanied by $5 million in cash compensation, $2.5 million in supplementary products, and a 15% royalty on net sales.
Contract Highlights
The partnership includes unique marketing opportunities, which aim to enhance visibility and outreach for USC Athletics. Specific performance bonuses have been outlined in the contract, distinguishing between cumulative bonuses for football and non-cumulative bonuses for other sports. This structure allows for the potential to reward the team’s achievements in a customized manner.
Beginning in July 2026, fans will have access to officially licensed South Carolina merchandise produced by Nike. Among the notable features in the contract, it recognizes A’ja Wilson, a key athlete associated with USC, with plans for Nike-branded A’ja Wilson signature sneakers for the USC Basketball program. Nike intends to further explore gear related to Wilson throughout the contract’s duration.
Impact on Women’s Basketball and Facilities
USC women’s basketball coach Dawn Staley welcomed the new partnership with Nike while appreciating the contributions from Under Armour during their tenure. As part of the agreement, Nike designers will take the lead on redesigning USC’s basketball court at Colonial Life Arena, ensuring a modern and dynamic aesthetic.
Additionally, the USC women’s basketball team will don the same gear that the USA Basketball women’s national team will wear during the 2024 Paris Olympics. This detail not only emphasizes quality but also promotes a national branding opportunity as USC continues to elevate its athletic programs.
Background on Previous Partnerships
Prior to this announcement, USC had a 10-year extension with Under Armour worth $71.5 million, signed in 2016. This prior agreement meant that USC was the last school in the Southeastern Conference (SEC) to partner with Under Armour. The strategic move to Nike aligns USC with other SEC institutions, such as Alabama, Georgia, and Texas, which already have established partnerships with the athletic brand.
The decision to transition to Nike came after the expiration of exclusivity negotiating rights with Under Armour that lasted until 2025, allowing USC to seek new partnerships while exploring opportunities for growth and visibility.
Conclusion
The partnership with Nike heralds a new era for USC Athletics as it looks to bolster its brand and enhance the experience for its athletes and fans alike. This strategic alignment is anticipated to have far-reaching impacts on the university’s athletic programs, ensuring they are outfitted with top-tier products and supported with marketing strategies that resonate in the competitive landscape of college sports.
FAQ
What does the new partnership with Nike entail?
Nike will supply uniforms, footwear, apparel, and equipment for all 21 athletics programs at USC. This agreement will commence on July 1, 2026, and includes various promotional opportunities and bonuses based on performance.
How much is the Nike partnership worth?
The partnership is valued at approximately $70 million in retail allotment, $5 million in cash compensation, and $2.5 million in supplementary products, along with a royalty of 15% on net sales.
What will happen to the current partnership with Under Armour?
The partnership with Under Armour will conclude on June 30, 2026, following a 10-year extension from their original agreement.
Key Features
| Feature | Details |
|---|---|
| Partnership Duration | 10 years |
| Start Date | July 1, 2026 |
| Financial Terms | $70 million retail allotment, $5 million cash, $2.5 million product |
| Royalty Rate | 15% on net sales |
| Performance Bonuses | Cumulative for football, non-cumulative for other sports |
| Highlight Athlete | A’ja Wilson, with signature sneaker arrangements |
| Other Notable Plans | Redesign of basketball court, women’s team gear for 2024 Olympics |
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Additional Resources
- Gamecocks Online
- Wikipedia: South Carolina Gamecocks
- WISTV
- Google Search: South Carolina Athletics Nike
- On3
- Google Scholar: South Carolina Nike partnership
- The State
- Encyclopedia Britannica: South Carolina Athletics
- Greenville Online
- Google News: South Carolina Nike deal
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