Adidas in good times and bad times for University of Louisville

One of the first big deals Tom Jurich made after becoming the new Athletic Director at the University of Louisville in 1997 was an agreement with Adidas. He was looking to cut costs while providing quality tennis shoes for UofL athletes.

“The deal was earth-shattering,”joked Jurich on Friday. “We would get two pair of shoes for retail, and the third pair was 20% off. Our first order was for 300 shoes, 200 at retail price, and a discount on the next 100. With that we were able to brand our partnership.”

Tom Jurich says UofL and Adidas have remained strong partners through good times and bad times.

UofL and Adidas have been together ever since, with Jurich having lost track of the number of times they have renegotiated new deals. The big difference, of course, is that UofL no longer buys the shoes, any uniforms or any other Adidas equipment or apparel. The company pays Louisville for the exposure.

On Friday, UofL and Adidas announced a 10-year extension of the partnership through 2027-28 valued at a phenomenal 160 million dollars.  The deal includes footwear, apparel, accessories and marketing support for all 23 of the University’s athletic programs.

“When we began our relationship with Adidas nearly 20 years ago, we weren’t in the same shape we are now,” said Jurich. “The impact they have had has been phenomenal. We’ve have great times and we’ve had down times, but they’ve already been there with us, standing shoulder to shoulder with UofL.

“I don’t necessarily care so about the finish as I am about how we got there and who’s with you when times are tough. Adidas has never wavered, they’re always been strong with us. And that’s the kind of company with which I want to be associated.”

Chris McGuire says Adidas employees around the world have become Louisville fans.

Chris McGuire, senior director of sports marketing at Adidas, confirmed that the deal with UofL was among the company’s biggest investments in sports in America.  “We love the success of all the programs here, and it’s something in which we take great pride,” he said. “When Louisville wins, the Adidas brand wins as well. We have become Louisville fans, and that includes our employees all around the world.”

Adidas’ involvement with UofL also includes support for the latest expansion of Cardinal Stadium. The company will have a significant presence in the end zone, with the Adidas Three Stripe Zone and branding in the tunnel from which the team will enter the field, starting in 2018.

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Author: Charlie Springer

Charlie Springer is a former Louisville editor and sportswriter, as well as a public affairs consultant, a UofL grad and longtime fan.