The UCLA Nike and Jordan Brand Partnership: A New Era for Bruin Athletics
UCLA Athletics has entered a new era through a six-year agreement with Nike and Jordan Brand. This partnership ensures that the majority of UCLA's athletic teams will be outfitted by Nike, with the Jordan Brand specifically covering football, men's basketball, and women's basketball. The collaboration, which took effect on July 1, marks a significant shift following the termination of a previous agreement with Under Armour.
Background: The Under Armour Departure
In 2016, UCLA signed a 15-year, $280 million contract with Under Armour, which was the richest apparel sponsorship in college sports at the time. However, Under Armour terminated the contract earlier this summer, citing the "force majeure" clause due to the COVID-19 pandemic's impact on athletic events. This clause allowed either party to terminate the agreement if a Force Majeure event continued for more than 100 days. With the NCAA and Pac-12 Conference halting sports seasons in March, Under Armour provided written notice to UCLA, ending the agreement with 12 years remaining. UCLA subsequently sued Under Armour for more than $200 million, alleging breach of contract. While UCLA plans to fight the termination of the deal, a breakup seems inevitable. It is expected that student-athletes in the 2020-21 year will still wear Under Armour regardless of whether or not the contract is terminated, but beyond that is unknown.
The Nike and Jordan Brand Agreement
The UCLA athletic department officially announced the partnership with Nike, designating Jordan Brand as the official outfitter for the football, men’s basketball, and women’s basketball programs, beginning on July 1,. The Bruins' other varsity sports will feature the Nike Swoosh. Officially licensed apparel will be available at retail next fall, Nike said Tuesday.
Martin Jarmond, UCLA's athletic director, emphasized the importance of aligning with top-tier brands to support the university's student-athletes: "UCLA is elite, and our student-athletes deserve every resource in their pursuit of excellence. We sought to partner with the best in the world; that is Nike and Jordan Brand. Going into this process, our top priority was to secure the best quality and most innovative product to help our student-athletes and coaches compete for championships. As we build upon our rich history and strive for greater heights, this transformative collaboration is a signal of the future."
Craig Williams, Jordan Brand president, echoed this sentiment: "UCLA has a rich tradition of excellence on the court and field, as well as in the classroom. Like Nike and Jordan Brand, the Bruins have a championship mindset and their impact is felt both in sport and within the community. We are beyond excited to welcome UCLA into the family and are looking forward to partnering with some of the best athletes in the world."
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Significance of the Partnership
Financial Considerations
While the financial details of the six-year deal were not disclosed, it is understood that the partnership with Nike replaces the substantial $280 million agreement with Under Armour. Money isn’t the only factor to consider when choosing which apparel brand to sign with, evidenced by the failure of the original bloated Under Armour deal.
Brand Image and Appeal
Nike sponsors the most schools for good reason, as the Nike Swoosh is synonymous with success all over the world and is regarded as having some of the most popular and high-quality products on the market. Bruin athletes are unique and need a brand to capture that uniqueness. The partnership with Nike and Jordan Brand also holds significant appeal for student-athletes. UCLA men’s basketball coach Mick Cronin noted that players given free gear with another company continued to covet what they considered the hipper brand.
Jordan Brand's Presence
The agreement makes the Bruins just the fifth college football team to don the Jumpman logo on their uniforms, joining Florida, Michigan, North Carolina, and Oklahoma. Michael Jordan has said that his dream school growing up was always UCLA, but the Bruins didn’t recruit him hard enough. A deal would be beneficial for both sides. Of the four schools that the Jordan Brand currently sponsors - North Carolina, Oklahoma, Michigan and Florida - a flagship West Coast school is missing. These other schools currently signed with Jordan Brand still have a partnership with Nike, meaning that the majority of the sports wear Nike sponsored products, but the bigger sports - such as football and basketball - wear Jordan Brand. The four iconic letters across the front of any UCLA uniform already bring the presence of greatness - adding the legendary Jumpman logo to the already historic basketball jersey would be the icing on the cake. The Jumpman may even help jump-start the major programs on the field too, which football and men’s basketball are in desperate need of.
Chip Kelly's Nike Connection
UCLA's football coach, Chip Kelly, has a notable history with Nike. During his tenure at Oregon, Kelly had a close relationship with Nike co-founder Phil Knight. Kelly helped broker the transition to Nike at a previous school, according to one of his former coaches.
Potential Benefits
With Nike, UCLA would be able to sleep soundly knowing that it is in good hands, as the chances of a deal being terminated midway through would be extremely unlikely. A deal would be beneficial for both sides. The collaboration is expected to provide UCLA's student-athletes with access to high-quality and innovative products, enhancing their ability to compete at the highest level.
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