Tennessee Vols athletic director Danny White won an impressive award this week, but he won't be able to enjoy it for long (if at all).
White was named the athletic director of the year by the Sports Business Journal on Wednesday.
"Danny's impact on our campus and in the changing world of intercollegiate athletics has been transformational, and I am thrilled for his leadership to be recognized as the SBJ Athletic Director of the Year," said Tennessee Chancellor Donde Plowman in a statement. "Danny sets the tone with his competitive drive, strategic approach and problem-solving mindset, and has built an incredible team of athletics administrators committed to supporting student-athletes and winning with integrity. The culture he has built at Tennessee is truly special."
A big orange congratulations to @AD_DannyWhite on being named Athletic Director of the Year by @SBJ pic.twitter.com/hCt7tAFIge
— Tennessee Athletics (@Vol_Sports) May 22, 2025
It's an incredible honor for White, but he almost certainly doesn't have time to celebrate it right now.
That's because White is in the midst of making a major decision that is going to be somewhat controversial.
White has to decide whether to go with Nike or Adidas as the Vols' official apparel partner (Tennessee's deal with Nike expires after this year).
The feeling is that Adidas is going to offer Tennessee more money. And money, in the NIL era, is as an important as ever for athletic departments. If Tennessee wants to keep being an "everything school", then they need as much cash as possible. In that sense, Adidas is the most logical choice.
Nike, however, is the far more popular choice among fans and athletes.
Numerous Tennessee football players have already made it clear that they prefer Nike.
Multiple Tennessee Football players are starting to chime in about the rumors of a potential switch from Nike to Adidas.
— Vol Scoops (@VolScoops) May 20, 2025
So what you want about the rumored deal and what good it would do for Tennessee, but these Athletes and Coaches do NOT want to wear to adidas. pic.twitter.com/DiqH8r1RfB
I’m told UT brass feels there has been “minimal negative feedback” and that it’s a vocal minority of fans online drumming up dissent. But I’ve also heard from very high profile UT athletes and coaches who are vehemently opposed to the switch. https://t.co/7bfnbsAeGU
— Russell Smith (@Russell___Smith) May 20, 2025
It's a tough spot for White. Does he go with the money, which would help Tennessee get the funds to keep being an "everything school", or does he stay with the popular choice in Nike?
A decision is expected later this summer (likely in late June/early July). And until that decision is made, White is probably going to be spending most of his time stressing and agonizing over making the best choice for Tennessee.
The good news for the Vols is that it's a decision that will be made by the best athletic director in the nation. So my best advice to fans would be to just accept and trust whatever decision White makes.
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