Auburn Tigers Make Historic Switch from Under Armour to Nike, Ushering in New Era of Style, Branding and Recruiting Power
After nearly two decades of donning Under Armour gear, the Auburn Tigers are making a landmark transition to Nike, one of the most iconic brands in sportswear. This change marks a significant shift not only in the apparel worn by Auburn athletes but also in the broader branding, recruiting strategies, and identity of Auburn University’s athletic department. The move signals a departure from a longstanding partnership and a step toward aligning the Tigers with a global sportswear juggernaut known for outfitting some of the most elite programs in college athletics.
The announcement of Auburn’s new apparel partnership with Nike sent shockwaves throughout the college sports landscape. For fans, alumni, and players, the Nike swoosh represents more than just a logo—it’s a cultural force. It has been associated with some of the greatest moments in sports history, elite athletes, and trend-setting designs. Auburn’s decision to switch to Nike is as much about strategy and image as it is about fashion.
The previous deal with Under Armour began in 2006, during a time when the brand was rising rapidly in prominence. Auburn was among the flagship programs that helped elevate Under Armour’s profile in the college football space, much like Notre Dame and Maryland. During the 18 years of the partnership, Auburn saw numerous successes across various sports, including a national championship appearance in football, deep runs in basketball, and a consistent presence in postseason play. The partnership brought with it exclusive designs, customized gear, and a distinctive look that became synonymous with the Tigers.
However, the college sports apparel landscape has changed dramatically in the past decade. Nike remains the dominant force, with schools like Alabama, Georgia, Ohio State, and Oregon (a Nike epicenter thanks to co-founder Phil Knight) all benefiting from the brand’s resources, design expertise, and recruiting influence. As Under Armour’s position in the college space began to wane—pulling back from high-profile contracts and focusing more on retail—it became evident that programs with aspirations of staying nationally competitive would need to reassess their partnerships.
From a recruiting perspective, Nike holds a special cachet among young athletes. High school stars grow up idolizing athletes sponsored by Nike—LeBron James, Kevin Durant, Serena Williams, and of course, the ever-present Jordan Brand. In fact, the Jumpman logo has become one of the hottest commodities in college athletics. The allure of playing in Nike or Jordan gear has often been a deciding factor for recruits choosing between top-tier programs.
Auburn’s switch to Nike is therefore more than cosmetic—it is tactical. It allows the Tigers to present themselves in the same light as many of the nation’s top programs, helping level the playing field in the ever-intensifying recruiting wars. For the football team in particular, where gear and branding have taken on increased importance among Generation Z recruits, this move could pay dividends both in commitments and national visibility.
For basketball, the move is equally exciting. Bruce Pearl’s Tigers have built a reputation as one of the SEC’s most entertaining and competitive programs. Their Final Four run in 2019 brought Auburn basketball into the national spotlight, and the shift to Nike could give the program another boost as it looks to sustain and grow its status. Nike’s basketball lines are among the most popular in the sport, and outfitting Auburn in sleek new designs could capture the attention of prospects and fans alike.
Fans can also expect a change in the retail experience. Nike’s superior distribution channels and product variety ensure that Auburn gear will be more accessible and diverse, from performance wear to lifestyle apparel. The iconic orange and blue will be reimagined through Nike’s design lens, bringing a fresh aesthetic to the Plains while respecting tradition. The Tiger Walk, Jordan-Hare Stadium, and Neville Arena will soon become showcases for new uniforms and sideline apparel that reflect Auburn’s competitive spirit in a new light.
Alumni and boosters have also reacted positively to the announcement. While the Under Armour years produced many memorable moments, the opportunity to associate with a brand that commands respect on a global scale is energizing for those who invest time, passion, and money into Auburn Athletics. With this switch, Auburn is telling the world that it is committed to excellence—not just on the field, but in every facet of the athletic experience.
Financially, the deal with Nike is expected to be competitive with other Power Five programs, though specific terms have not yet been publicly released. It’s widely anticipated that Auburn will enjoy enhanced perks, including access to cutting-edge performance technology, premium branding resources, and broader merchandising opportunities. Nike has long prided itself on not just providing gear, but integrating its schools into a powerful brand ecosystem that includes social media marketing, player spotlights, and more.
The move also has implications beyond football and basketball. Auburn’s Olympic sports—such as gymnastics, baseball, softball, track and field, and soccer—will also benefit from the switch. Nike’s emphasis on performance and innovation across a wide array of disciplines will ensure that every Auburn athlete receives top-tier support. In an era where every edge counts, from footwear technology to training apparel, the upgrade could impact results across the board.
There is also the Jordan Brand wildcard. While Auburn has not officially announced inclusion in the Jordan Brand family, many speculate that Auburn football or basketball could eventually don the Jumpman logo. Doing so would place Auburn in elite company—only a handful of football programs wear Jordan (including Michigan, North Carolina, and Florida), and being chosen as a Jordan school would mark a major coup in branding terms.
Transitioning away from a nearly two-decade relationship will not be without its challenges. Fans have grown accustomed to certain uniform elements and branding cues that were staples during the Under Armour era. But Auburn has shown in the past that it can blend tradition with evolution. The beloved Auburn script, the tiger eyes, and the classic navy-and-orange color scheme will remain central, only now reinterpreted through a new lens.
Coaches, players, and administrators have all expressed excitement about the future. In statements following the announcement, university officials emphasized that the decision was made with student-athlete experience and institutional growth in mind. While sentimental ties to Under Armour remain, Auburn’s leadership is clearly looking toward the future—a future that promises new possibilities, greater reach, and renewed energy.
In many ways, this move reflects broader shifts across college athletics. With NIL (Name, Image, and Likeness) now an integral part of the game, and with branding more important than ever for both programs and players, aligning with Nike is a signal of intent. Auburn wants to be seen not just as a regional power, but as a national brand—one that resonates on ESPN broadcasts, in social media campaigns, and on the recruiting trail.
The timing is also fortuitous. As college football heads into an era of expanded playoffs, realignment, and ever-growing competition, every advantage counts. Auburn has made a bold move that aligns its brand with the best in the game. While wins and losses will still be determined on the field, this decision gives the Tigers a new kind of momentum.
As Nike prepares to outfit Auburn athletes across all sports, the anticipation is already building. What will the new football uniforms look like? Will basketball get custom Jordan Brand kicks? Will Auburn fans soon be sporting redesigned gear that blends tradition and innovation? Those questions will be answered in due time.
For now, the message is clear: Auburn is stepping into a new era. With the swoosh on their side, the Tigers are ready to roar louder than ever.
