Jay Jacobs Breaks Down Auburn’s Move From Under Armour to Nike and What It Means for the Tigers’ Tradition

In a recent episode of the “Talking Tigers Podcast,” former Auburn athletics director Jay Jacobs offered an insider’s look at Auburn’s highly anticipated transition from Under Armour to Nike, providing context, history, and deep insights into what the change signifies for the university, its fans, and its athletes. Jacobs, a lifelong Auburn man whose fingerprints are on some of the program’s most critical decisions over the last two decades, spoke candidly about the rationale behind the move, the intricacies of maintaining Auburn’s uniform traditions, and the complex world of apparel contracts in college athletics.

The decision to switch brands wasn’t made lightly. Auburn has been a flagship partner for Under Armour since 2006, one of the first major collegiate programs to sign with the then-emerging apparel brand. It was a bold move at the time—Under Armour was not yet the behemoth it would grow into—and Auburn bet big on being a cornerstone in the brand’s ascent. The gamble paid off for a while. From Cam Newton’s electrifying 2010 season to consistent top-tier performances in baseball, softball, and track, Auburn athletes wore the Under Armour logo during many of the program’s defining modern moments.

But according to Jacobs, it eventually became clear that a shift was necessary. “The landscape of college athletics has changed dramatically,” he said. “The needs of athletes, the expectations from fans, and the level of competition in recruiting have all evolved. To stay ahead, you’ve got to partner with a brand that’s innovating at the highest level—and right now, Nike is that brand.”

Jacobs was instrumental in navigating Auburn through numerous transformative decisions during his tenure, including facility upgrades, the hiring of key coaches, and the management of brand partnerships. Although he is no longer serving as athletic director, his understanding of the process behind apparel negotiations offers unparalleled clarity.

Jacobs explained that apparel contracts are about more than just gear and logos. “People see the swoosh or the UA logo and think it’s just about uniforms, but it’s a full ecosystem,” he noted. “It affects recruiting, performance, marketing, and most importantly, the identity of the program.” He emphasized that the discussions surrounding the switch had been in the works long before the announcement was made public. “It takes months—sometimes years—to line up these deals, especially with a program of Auburn’s stature.”

Financial considerations are always part of the discussion, but Jacobs stressed that Auburn’s decision went deeper than dollars and cents. While Nike’s offer may have come with attractive incentives, Jacobs said the choice reflected a larger desire to align Auburn with a global leader in innovation, athlete-first design, and brand storytelling. “Nike is a proven leader in outfitting championship-caliber programs. That’s not a coincidence. That’s a strategy,” he added.

Another major point of discussion in the podcast was how the switch would impact Auburn’s beloved and iconic uniform traditions. With its instantly recognizable navy and burnt orange, the Auburn uniform is a symbol of pride for generations of fans and alumni. Any hint at change is usually met with a healthy dose of Southern skepticism.

Jacobs knows this better than anyone.

“I’m as traditional as they come,” he said with a laugh. “And I’ll tell you this: when you walk out onto the field in Jordan-Hare Stadium, and you see that uniform under the lights, you don’t want to mess with that magic.”

He reassured listeners that Nike understands the importance of maintaining Auburn’s identity. “One of the things we made clear from the beginning is that the core look of Auburn Football—those classic stripes, the helmet, the font, the colors—those are non-negotiable.” Nike, he explained, is actually quite adept at honoring tradition. Programs like Penn State, Georgia, and Michigan have all maintained their traditional looks while benefiting from Nike’s cutting-edge technology.

That doesn’t mean change won’t come—it just means it will be thoughtful.

Jacobs pointed out that technological advances in fabrics, fit, and durability mean that even classic uniforms can be improved. “You can keep the look while upgrading the function,” he said. “That’s what our student-athletes deserve. They’re training harder than ever, and they need gear that supports them at every level.”

He also spoke about how Nike’s reputation in basketball circles could bolster Auburn’s already ascending program under Bruce Pearl. “Look, you walk into a recruit’s home and show them a mock-up of a Nike jersey or tell them they’ll be in the same family as LeBron and Kevin Durant—that matters,” Jacobs said. “You can’t ignore the brand cachet that comes with Nike. Recruits care. Players care. It’s part of the pitch now.”

When asked about whether alternative uniforms or special editions might appear in the future, Jacobs said that while Auburn’s foundation would remain traditional, the door wasn’t closed. “I think there’s a way to do that without compromising who we are,” he said. “We’ve already seen it with military appreciation games and throwback nights. If you do it respectfully, fans will get on board.”

The conversation also touched on how the new partnership could open doors in NIL (Name, Image, and Likeness) opportunities. Nike’s athlete network and global marketing machine present possibilities for Auburn athletes to elevate their personal brands. “That’s a whole new world we’re navigating,” Jacobs said. “And it’s one where being aligned with Nike gives you a significant edge.”

Jacobs also talked about how important it was for Auburn’s leadership—including President Christopher Roberts and Athletic Director John Cohen—to be aligned throughout the process. “This isn’t a one-person decision,” he said. “You’ve got to have alignment from the board to the athletic department to the coaches. And I think that’s what makes this transition so promising. Everyone understands the potential.”

While the exact rollout timeline of the new Nike gear hasn’t been finalized, Jacobs hinted that fans wouldn’t have to wait too long. “You’ll be seeing that swoosh soon enough,” he said with a grin. “And I think folks are going to love what’s coming.”

As the conversation drew to a close, Jacobs reflected on Auburn’s unique place in the college sports world—how it balances tradition and innovation, passion and pragmatism. “Auburn’s strength has always been its people,” he said. “We rally around our teams. We care about how they’re represented. And we hold tight to what makes us different.”

In that spirit, the switch to Nike isn’t about chasing trends or trying to copy what others are doing. It’s about ensuring Auburn remains a premier destination for student-athletes who want the best of both worlds—elite performance support and a timeless identity.

“This is Auburn. We do things the right way,” Jacobs said. “And that means honoring the past while embracing the future.”

As the Tigers prepare to dawn a new era with Nike, it’s clear that the change has been made with the kind of thoughtfulness and reverence that Auburn fans have come to expect. With Jacobs helping lay the groundwork, and a new generation of leadership carrying the torch forward, the Tigers are poised to look the part—on the field, on the court, and on the national stage.

The partnership with Nike is more than a brand switch. It’s a signal. Auburn is evolving while staying rooted in what makes it great. And for fans, players, and alumni alike, that’s something to celebrate.