Georgia Tech announced Friday that, effective July 1, 2026, it will switch apparel providers from Adidas to Under Armour. The Jackets are the fourth Power 4 school to announce an apparel change in the past four months.
Though Tech's announcement didn't go quite as far as Tennessee's and South Carolina's, it still included now-boilerplate language about how UA will not just outfit its teams and its fans in its gear and put a little cash in the athletics department's coffers for that privilege, it will also put some cash in its athletes' pockets.
“We’re thrilled to partner with Under Armour, an organization that shares our commitment to excellence, innovation, amplifying the Georgia Tech brand across the globe and enhancing the student-athlete experience, including through innovative NIL opportunities. Our partnership with Under Armour will play a big part in Georgia Tech continuing to move forward in the new era of collegiate athletics and reaching our ambitions of competing for championships at the highest levels of collegiate athletics," AD Ryan Alpert said.
Previous P4 apparel switches, 2025:
Boston College (June 2): Adidas to New Balance*
Tennessee (Aug. 13): Nike to Adidas
South Carolina (Aug. 22): Under Armour to Nike
Though it has never worn UA outer wear before, Georgia Tech said a deal with Under Armour made sense in that the Yellow Jackets were among the Baltimore-based company's first customers more than 30 years ago.
* BC previously wore New Balance in football; this deal put the Eagles all-in with the company. From the announcement:
In 1996, Under Armour’s first year of existence, Tech athletics was the first collegiate athletics department make a purchase from the brand, as the Yellow Jackets bought Under Armour’s HeatGear and, later, ColdGear products after overwhelmingly positive feedback about the innovative and industry-changing gear from football student-athletes.
Georgia Tech also noted it has seven alums working in high-level roles across the company.
"As we mark our 30th anniversary next year, we’re thrilled to team back up with Georgia Tech, our first collegiate client, to experience our commitment to enhancing athletic performance," said UA VP Craig Cummings. "We are energized by the momentum in Atlanta and look forward to amplifying our presence in the community through meaningful activations and shared purpose.”
Under Armour has zeroed in on clientele in or near major cities and/or national appeal, with Maryland, Northwestern, Navy and Notre Dame welcoming Georgia Tech to the fold.