• Loading stock data...
Monday, April 28, 2025

Georgia Tech Plans To Part Ways With Russell Athletic

Tech is no longer the last Power-5 team to have a deal with Russell Athletic

Photo via Georgia Tech Athletics

On Monday morning, Georgia Tech athletic director Todd Stansbury made the announcement that the Yellow Jackets would not renew their partnership with Russell Athletic when their current deal expires in June 2018.

Stansbury told the Atlanta Journal-Constitution that, “We’ve got another year in our contract, so we definitely, with the direction that Russell’s kind of moving in corporate-wise, we’re going to be making a transition.”

Georgia Tech’s current deal with Russell gets them just under $1 million per year, plus another million dollars or so worth of apparel. In total, that’s the second lowest payout in the ACC and ranks 47th out of the 65 teams in the Power-5. The Yellow Jackets now reportedly have early negotiations underway with Nike, Under Armour, and Adidas to secure their next uniform partner.

https://frontofficesports.com/division-ii-lynn-university-to-challenge-six-division-i-schools-efd3caff64b4

After Western Kentucky University and Ohio University made similar decisions to switch to Nike and Adidas, respectively, earlier this year, Southern Mississippi now remains the only FBS athletic department to retain an apparel deal with Russell Athletic.

This move benefits Georgia Tech for two reasons.

For one, the fact is that all of the three companies Tech is considering have more financial capital available to release to the school in a sponsorship deal.

Second, apparel is a huge part of the recruiting process. Tech can extend their reach drastically with uniforms that better resonate with high school athletes.

Tech football captain Freddie Burden (58) believes the move to a new apparel provider will have a positive impact on recruiting. (Photo via Georgia Tech Athletics)

Yellow Jackets’ football captain Freddie Burden was one of the current student-athletes to iterate this sentiment in an interview with the AJC.

“[Russell Uniforms] didn’t look awful. It was O.K. But I think just the fact that you see other teams, they update their jerseys every year, or come up with some cool design. Recruits really look at that stuff. Some people might not think it makes a difference, but they definitely really do care about things like that.”

Prior to this news, Georgia Tech was the only Power-5 athletic department committed to an apparel provider that wasn’t Nike, Adidas, or Under Armour.

Russell’s current client portfolio still includes the the Little League World Series and the Harlem Globe Trotters, as well as several FCS and NAIA schools.

https://frontofficesports.com/division-ii-lynn-university-to-challenge-six-division-i-schools-efd3caff64b4

Signing with each of the big three would bring its own set of benefits and each makes sense, at least to me, for different reasons.

For one, the basketball program is experiencing a resurgence since the addition of head coach Josh Pastner and Pastner has been vocal in the past about his love of Nike shoes and gear. Stansbury also has previous connections at Nike from two of his previous jobs (Oregon State and Central Florida).

Because of Stansbury’s need for the future partnership to align with the city of Atlanta as a whole, adidas also seems to make a good fit. The brand with the three stripes has perhaps made a bigger push than anyone lately to immerse itself not just into sport, but in the worlds of music and pop culture as well. Adidas also remains a big player in AAU basketball, which remains extremely prevalent in Atlanta. Thus, the opportunity to expand their recruiting footprint is there. Adidas also outfits Tech’s baseball program with cleats and gloves due to Russell’s inability to do so.

Finally, Under Armour seems like a legitimate candidate for a few reasons. For one, Under Armour has made a serious push to add more NCAA schools in recent years, the two best examples being the additions of Wisconsin and UCLA. Second, Stansbury has connections to Under Armour VP Sammy Huntley who manages all apparel created for team sports at UA. Third, it’s also conceivable that UA would really want to expand its ACC footprint with just Notre Dame and Boston College signed currently.

Stansbury did not indicate which new company he was currently leaning towards at this time. He did say that ultimately, it will come down who most believes that the school and the city of Atlanta align with their corporate vision.


Front Office Sports is a leading multi-platform publication and industry resource that covers the intersection of business and sports.

Want to learn more, or have a story featured about you or your organization? Contact us today.

If you liked this, click the???? below so other people will see this here on Medium.


Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Why Augusta National Had a Say in Jason Day’s Masters Fit

The golfer’s clothing had to be approved by Augusta National.
San Diego Wave FC falls to Orlando Pride at Snapdragon Stadium in San Diego, CA on April 29, 2023.

The New Tailored Approach to Women’s Sports Uniforms

For new women’s sports leagues, every detail is custom.
Salomon sneakers

How Ski Brand Salomon Hit $1B in Sneaker Sales

Rihanna wore Salomons for her 2023 Super Bowl halftime show performance.

The Total Takeovers That Transform Minor League Teams for a Night

Lumberjacks, pierogies, and more: How teams build outrageous fan nights.

Featured Today

Jun 21, 2024; Boston, MA, USA; Boston Celtics majority owner Wyc Grousbeck holds the Larry O’Brien trophy prior to the Boston Celtics championship parade.

The Celtics Succession Plan Remains Murky

The transfer of power to a private-equity group is still unresolved.
Apr 13, 2025; Tampa, Florida, USA; Tampa Bay Rays center fielder Jake Mangum (28) scores a run against the Atlanta Braves in the sixth inning at George M. Steinbrenner Field.
April 26, 2025

The Rays Groundskeepers Are Adjusting to Life Outside the Dome

After nearly three decades in a dome, Tampa groundskeepers were forced outside.
April 25, 2025

The Former NBA Agent Who Became a Pickleball Deputy Commissioner

Chris Patrick went from representing Jimmy Butler to pickleball deputy commissioner.
Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.
April 21, 2025

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Mar 28, 2025; Indianapolis, IN, USA; Kentucky Wildcats guard Lamont Butler (1) dribbles the ball against the Tennessee Volunteers in the first half during a Midwest Regional semifinal of the 2025 NCAA tournament at Lucas Oil Stadium.

College Sports Has Become a Billion-Dollar Business. Kentucky Is Embracing It

Kentucky said its LLC would operate similarly to two hospitals run by the university.
Jan 21, 2025; Atlanta, GA, USA; College Football Playoff executive director Rich Clark speaks during the CFP National Championship Host Committee handoff press conference at The Westin Peachtree Plaza, Savannah Ballroom.
April 24, 2025

CFP Meetings End With No Major Changes to 12-Team Playoff—for Now

For now, the complicated seeding process will remain in place.
Ole Miss
April 24, 2025

Coach Yo: Women’s College Hoops Are ‘Pay for Play’

Ole Miss coach Yolett McPhee-McCuin built a top transfer class this offseason.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

This week, Two-time Super Bowl Champion and CBS NFL analyst Logan Ryan joins us to talk the business of sports on our third installment of Portfolio Players.
April 24, 2025

The House Settlement Is in Jeopardy. Here’s What It Will Take to..

The parties will try to salvage the settlement over the next two weeks.
NC State women's cross country
April 23, 2025

Judge Threatens to Reject $2.8 Billion House v. NCAA Settlement

The NCAA and power conferences could end up at trial.
Dec 27, 2024; Memphis, TN, USA; Arkansas Razorbacks defensive back Miguel Mitchell (16) returns an interception during the forth quarter against the Texas Tech Red Raiders at Simmons Bank Liberty Stadium.
April 23, 2025

NIL Contract Buyouts Are More Common, but Can They Be Enforced?

The Arkansas collective has issued two demand letters to players to pay buyouts.
Flau'jae Johnson
exclusive
April 23, 2025

Flau’jae Johnson Says She Will Return to LSU

The transfer portal closed Wednesday.