Podcast Recap: Jay Jacobs Explains Auburn’s Move From Under Armour to Nike and What It Means for Uniform Traditions

Former Auburn athletic director Jay Jacobs recently joined a podcast to discuss the university’s highly anticipated and widely discussed transition from Under Armour to Nike. The conversation, rich with insights and history, shed light on not just the logistical and business aspects of the change but also on the emotional and cultural impact such a move carries within the Auburn community. For fans of tradition, innovation, and Tiger pride, Jacobs’ reflections offered a compelling look behind the curtain of collegiate athletics branding, athlete experience, and institutional identity.

Auburn’s 18-year partnership with Under Armour officially began in 2006, when the company was still in its relative infancy on the national stage. Jacobs, who served as Auburn’s athletic director at the time, played a pivotal role in signing the Tigers onto what was then considered an aggressive, forward-looking deal. The decision back then helped establish Under Armour as a major player in collegiate athletics, with Auburn standing front and center as one of the brand’s first marquee partners in the Power Five.

But times change, as Jacobs acknowledged, and brand partnerships must evolve with them. Auburn’s return to Nike in 2025 marks not only a business transition but also a symbolic homecoming of sorts. Nike had previously been the Tigers’ official outfitter prior to the Under Armour era, and its re-entry into the Plains brings with it fresh excitement among students, alumni, and athletes alike. For Jacobs, it’s a full-circle moment, but not one made lightly or without significant deliberation.

Jacobs noted that Under Armour’s initial offer in the early 2000s came at a time when Auburn needed a brand willing to bet big on the program. Nike, while still the dominant player in athletic apparel, wasn’t offering Auburn the same level of attention or resources at the time. Under Armour stepped in with a high-energy proposal, offering innovation, a bold design partnership, and a financial deal that made sense for Auburn’s ambitions. The match, Jacobs said, made sense then—and it helped Auburn stand out in a crowded field of Nike and Adidas programs.

Now, however, the landscape has shifted once again. Nike has reinforced its dominance in both athletic performance and brand culture, expanding its footprint with programs that consistently attract elite talent and national exposure. Jacobs, though no longer athletic director, recognizes the importance of positioning Auburn alongside other national brands that young athletes aspire to wear.

But the move is not just about flash and recruiting advantages. Jacobs emphasized the importance of maintaining the integrity of Auburn’s iconic look—something he described as “classic, clean, and unmistakable.” While Auburn fans can expect some exciting new offerings from Nike in terms of performance gear and sideline apparel, Jacobs reassured listeners that the core elements of Auburn’s identity—like the traditional blue and orange color scheme, the interlocking AU logo, and the unmistakable simplicity of the football uniform—are not going anywhere.

In fact, Jacobs believes that part of Nike’s appeal is its proven ability to elevate tradition rather than replace it. He cited programs like Penn State, Alabama, and Georgia—teams that have maintained their historic looks while benefiting from Nike’s state-of-the-art materials and performance engineering. Auburn, he said, deserves nothing less.

Jacobs also offered insight into what goes into a brand transition of this magnitude. From outfitting every sport across men’s and women’s athletics to updating marketing materials and fan merchandise, the process is exhaustive and deeply collaborative. Coaches, players, designers, and administrators are all involved in making sure the changeover not only happens smoothly but also reflects Auburn’s values and aspirations.

As for the athletes, Jacobs said their excitement was palpable. Today’s players grow up wearing and idolizing Nike. The brand carries a certain aspirational weight—one that, Jacobs admits, Under Armour may not have been able to sustain in the same way over the long haul. From shoes and gloves to training gear and travel apparel, Nike’s reputation for innovation and style resonates powerfully with the current generation.

Still, Jacobs was quick to point out that the switch should not be seen as a dismissal of Under Armour’s contributions. He expressed deep appreciation for the brand’s support over nearly two decades, including during some of Auburn’s most memorable moments on the national stage—like the 2010 football national championship and the 2013 runner-up finish. Those moments, he said, are woven into Auburn’s fabric, regardless of what logo was on the jersey.

He also touched on the broader economics of athletic apparel deals. In today’s world of NIL (Name, Image, Likeness), transfer portals, and expanded playoff formats, having a partner like Nike can serve as a recruiting tool beyond just aesthetics. Jacobs acknowledged that student-athletes now consider more than just a school’s tradition or coaching staff—they evaluate brand alignment, personal branding opportunities, and long-term visibility. Nike, with its athlete-first marketing machine, offers opportunities in those areas that few can rival.

One area Jacobs discussed with particular pride was Auburn’s ability to manage its brand consistently throughout this long-term relationship with Under Armour. He praised the Auburn athletics department for staying true to the core visual identity, resisting unnecessary alternates, gimmicks, or frequent uniform overhauls. That restraint, he believes, has preserved Auburn’s image as a storied, respected program that doesn’t need to chase trends to stay relevant.

At the same time, Jacobs said he expects Nike to find tasteful, modern ways to accent Auburn’s traditional look. Whether that means specialty cleats for rivalry games, throwback jerseys, or subtle nods to campus history and Tiger lore, the new era under Nike offers creative opportunities that can enrich the fan and player experience without disrupting tradition.

Perhaps most poignantly, Jacobs reflected on the emotional connections people have with uniforms. For Auburn fans, the jersey is more than just fabric—it’s a memory of Saturday afternoons at Jordan-Hare, of watching Bo Jackson dominate, of Cam Newton’s impossible championship run. These uniforms mark life moments for fans, players, and alumni alike. That’s why, he said, any change must be handled with care, and he’s confident Auburn’s current administration has done exactly that.

As the podcast wrapped, Jacobs urged fans to embrace the transition with open minds and open hearts. He sees the move to Nike not as a departure from Auburn’s soul but as a way to enhance it. The goal, as always, is to support student-athletes, uphold the school’s reputation, and continue making Auburn a destination for the best and brightest in college sports.

Jacobs’ reflections were at once nostalgic and forward-looking—a blend of reverence for what’s come before and optimism for what’s ahead. And while apparel changes can sometimes spark controversy in college athletics, Jacobs’ thoughtful breakdown revealed just how much intentionality goes into a move like this.

For Auburn fans, the shift to Nike may soon become just another chapter in a long story of tradition and excellence. But as Jacobs made clear, it’s a chapter worth celebrating—because it honors the past, excites the present, and positions Auburn for a bold, competitive future.

The uniforms might feature a new swoosh, but the heart beneath the jersey remains the same: Auburn, through and through.