News Summary
The University of South Carolina has established a ten-year partnership with Nike, beginning July 2026, valued at approximately $70 million. This collaboration will provide uniforms, footwear, apparel, and equipment for all 21 athletic programs, marking a transition from their previous contract with Under Armour. Notably, Nike will also design signature shoes for USC and lead the redesign of the basketball court, showcasing innovative initiatives aimed at enhancing athletic performance and community engagement.
University of South Carolina Announces $70 Million Ten-Year Partnership with Nike Starting July 2026
The University of South Carolina (USC) has entered into a significant partnership with Nike that will begin on July 1, 2026. The ten-year collaboration will see Nike provide uniforms, footwear, apparel, and equipment for all 21 of the university’s athletic programs.
This new agreement, approved by the USC Board of Trustees on August 22, 2025, is valued at approximately $70 million. This total encompasses a mix of retail products, cash compensation, supplemental allowances, and a share of merchandise sales. Specifically, Nike will supply $70 million of products, along with $5 million in cash compensation, $2.5 million in supplemental product allowances, and 15% of net sales from Gamecocks merchandise.
Transition from Under Armour
The partnership marks a transition for the USC athletics program, which has been associated with Under Armour since 2007. Under Armour initially entered into a department-wide contract with USC for the 2011-12 season. However, the existing contract will conclude in June 2026 following a ten-year extension signed in 2016, totaling $71.5 million.
With this new agreement, South Carolina becomes the last school in the Southeastern Conference (SEC) to switch from Under Armour to Nike. This turnaround highlights a shift in brand association and support for USC’s athletic teams as they move into this new era.
Partnership Benefits
USC’s Athletics Director, Jeremiah Donati, spoke on the partnership, noting a strong alignment with Nike’s values and vision. This sentiment is supported by Donati’s previous experience of extending TCU’s contract with Nike, underscoring his established relationship with the brand.
As a part of the brand collaboration, Nike will provide signature shoes designed for USC by A’ja Wilson, a prominent name in NCAA basketball. Additionally, USC’s men’s and women’s basketball teams will use these custom colorways during their games. The agreement also includes provisions for exploring travel gear and team clothing inspired by A’ja Wilson.
Innovative Initiatives
Furthermore, Nike will lead the redesign of the USC basketball court in Colonial Life Arena, bolstered by a cash alternative of $2 million outlined in the contract. As part of this partnership, USC’s women’s basketball team will don the same chassis as the USA Basketball women’s national team during the 2024 Paris Olympics for the 2026-27 season.
Incentives tied to athletic performance also enhance the partnership, offering performance-based bonuses linked to conference championships, Final Four appearances, College World Series placements, and national championships. These bonuses reflect a shared commitment to achieving excellence in sports.
Community Engagement and A’ja Wilson
A’ja Wilson previously hosted a promotional event during the Final Four, where she invited players from the Texas women’s basketball team, resulting in some Texas athletes wearing her signature shoe against USC. This cultural and sporting crossover illustrates the community engagement initiatives that USC and Nike are likely to explore together.
Legacy of Support
This partnership illuminates Nike’s ongoing commitment to enhancing South Carolina athletics. By blending top-tier athletic gear with tailored branding opportunities, the USC athletics program is set to gain significant visibility and support over the next ten years, extending through 2036.
As USC prepares for this transformative phase, the strategic alignment with Nike stands to catalyze success, bolstering both the athletes’ performance and the university’s brand identity.
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