South Carolina set to switch from Under Armour to Nike. What we know
South Carolina will soon usher in a new era of apparel and branding.
The Gamecocks are expected to make the switch from Under Armour to Nike, pending approval from the Board of Trustees on Friday, The State confirmed through a USC source. The news was first reported by The (Charleston) Post and Courier.
The announcement comes as South Carolina’s 10-year deal with Under Armour is nearing its June 30, 2026 expiration date. That deal, signed by former AD Ray Tanner, was worth just over $71 million.
While the contract states Under Armour has exclusive negotiating rights with South Carolina through 2025, it is quite common for that “exclusivity window” to get pushed up. The reason being that schools typically order apparel a year in advance and, therefore, need to know a year out which company to order from.
And, well, now it looks like the Gamecocks will be ordering gear with the iconic Swoosh. By the brand that’s already endorsed by women’s basketball coach Dawn Staley and WBB legend A’ja Wilson. The brand that has deals with more SEC schools than anyone.
Certainly, the connections are there. South Carolina Athletic Director Jeremiah Donati comes from TCU, where he extended the Horned Frogs’ deal with Nike in 2013, saying of the apparel giant, “They are truly the best in the business.”
It should also be noted that Nike’s CEO is Elliott Hill, a TCU alum who also serves on the school’s board of trustees.
This story was originally published August 21, 2025 at 9:54 AM with the headline "South Carolina set to switch from Under Armour to Nike. What we know."
