Update August 2008: Inside the new jersey
We learned this week that Michigan will drop its long relationship with Nike and suit up with Adidas gear in 2008. The deal is worth about $7.5 million in cash and uniforms, and fans will be able to start buying Maize & Blue studded Adidas gear next summer.
While Nike is certainly the king of athletic marketing and team sponsorship in the US if not the world, Adidas has managed to capture a few high profile clients such as the NY Yankees, Notre Dame & Nebraska football. And while Nike can boast the highest profile athletes on its side (T Woods, Jordan, LeBron), Adidas has established a cultural following starting with Run DMC and its previous stanglehold on soccer. It bought a pair of Sambas about a month ago because they are so fresh.
To demonstrate once again that you can tie just about anything back to Michigan football….On New Year’s Eve 1997 a group of friends including Lew, the Greek and Big Frank went to a show at the Viper Room on Sunset in LA that featured none other than Run DMC. What we were doing in LA New Year’s Eve in LA? Of course we were there to watch Brian Griese, Chuck Woodson and the crew win a national championship about 20 hours later. Yes, they did ‘My Adidas’.
Here’s Mark Snyder’s blog with some good background on the brand switch.