Adidas has formed a partnership with St. John's University, making it the first college partner without a Football Bowl Subdivision program. The deal aims to invest significantly in St. John's athletics department while providing student-athletes with opportunities to earn NIL money through endorsements. St. John's athletic director, Ed Kull, emphasized adidas’ understanding of the revenue challenges in college sports and their commitment to supporting the program financially, unlike Nike, which chose not to compete for the partnership despite previous collaborations.
St. John's meteoric return to national prominence has made it a desirable investment, prompting adidas to partner with the Red Storm, who don't have a Football Bowl Subdivision program.
St. John's will receive significant investment in their athletics department, allowing student-athletes to earn NIL money through endorsements.
Ed Kull explained that adidas understands the revenue generation challenges in college athletics, offering a whole program focused on NIL deals for student-athletes.
Nike, previously outfitting St. John's, opted not to counter adidas' offer, leading to a change in branding to better align with their investment goals.
#college-basketball #adidas-partnership #nil-opportunities #st-johns-university #athletic-investment
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