Georgia Tech Inks A New 10 Year Deal With Under Armour; What does This Mean For The Yellow Jackets?

Starting July 1st, 2026, Georgia Tech will have a new apparel partner, Under Armour. Georgia Tech will wear Adidas for the rest of its deal until the end of the 2025-2026 school year.

Here is the statement from the Yellow Jackets,Ryan Alpert, who was instrumental in helping Georgia Tech land the new deal.

“This is an exciting moment for Georgia Tech athletics. Now, more than ever, Georgia Tech must set itself apart in all aspects of collegiate athletics, and our partnership with Under Armour will do just that by prioritizing our student-athletes and our fans,” Georgia Tech vice president and director of athletics Ryan Alpert said. “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.”

What makes the story even more intriguing is that Georgia Tech was the first collegiate client of Under Armour, dating back to 1996. The relationship has also been a fundamental one to Georgia Tech athletics and one central to the success of the program.

“Under Armour’s unwavering focus on meeting the evolving needs of athletes remains a cornerstone of our brand’s mission, the same as it did for our Founder and CEO Kevin Plank back in 1996,” said Craig Cummings, VP, Team Division, Under Armour. “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. We are energized by the momentum in Atlanta and look forward to amplifying our presence in the community through meaningful activations and shared purpose.”

Georgia Tech student-athletes, coaches and staff will receive the same innovative and technology-driven sportswear as worn by some of the world's most-recognized athletes and other premier collegiate partners, including Maryland, Northwestern, Notre Dame, the U.S. Naval Academy, Utah and Wisconsin, to name a few. Under Armour’s significant investment in Georgia Tech also includes an innovative approach to name, image and likeness activities, which will support Georgia Tech’s standing as one of the nation’s top programs in NIL opportunities for student-athletes.

Georgia Tech fans can look forward to an increase in Yellow Jackets apparel and accessories in the retail market, while Tech student-athletes will have opportunities to have hands-on involvement in UA’s innovation and design processes, which will lead to personalized product solutions, as well as exposure to business functions in the apparel, footwear and fashion industries.

What does this mean for Georgia Tech?

It is a massive step forward for the Yellow Jackets, who will get a reportedly nearly six times more than the average annual amount they are receiving for their current deal with Adidas.