ASU announced a move from Nike to Adidas Tuesday on Twitter. The move is expected to be made official, with Adidas signing an 8-year deal that goes into effect in July 2015. (Photo courtesy of ASU Athletics).ASU announced Tuesday that they would be switching apparel companies, signing an eight-year contract with Adidas that doubled the amount the university would earn annually from their previous contract with Nike.
The move, however, was not without criticism. Nike's rebranding of the university in 2011 became very popular with fans, players and prospective recruits alike. Many saw the move as a step backward, looking back at the previous Adidas era that ended in 2004.
Critics to the apparel change saw the move as a negative for recruiting and the overall look of the athletic department, as ASU is now just one of two Pac-12 schools who have their licensing under Adidas. Among the critics includes former ASU tight end Chris Coyle:
Hopefully it is about school and Ws, now. MT @BIGCsundevil87: I don't think they realize how many recruits came to ASU because it was Nike — Jedi ASYule (@JediASU) December 16, 2014
Coyle would go on to add that ASU's Nike affiliation was a key factor in his recruitment decision to come to Tempe over UCLA. The Bruins were the lone Pac-12 school with Adidas affiliation before ASU's announcement Tuesday. The former Sun Devil clarified his statements by saying the issue wasn't with joining Adidas, but leaving Nike:
And to clarify, I'm not against Adidas at all. Just simply asking a question... Why fix something that's not broken? — chris coyle (@BIGCsundevil87) December 16, 2014
Despite the concerns, the response from prospective ASU football recruits was overwhelmingly positive: Malik Lawal, 2015 three-star outside linebacker (ASU commit)-
ASU WENT TO ADIDAS IM SO HAPPY GONNA BE SO ICED OUT ??? — Malik Lawal (@maliklawal37) December 16, 2014
Jalen Bates, 2015 three-star defensive lineman (ASU commit)-
I'd rather Adidas... got a better variety of gear & uniforms ? — Jalen Bates (@KINNG_MEE) December 17, 2014
Khaylan Thomas, 2015 three-star linebacker (ASU commit)-
I like ASU going Adidas tbh — RememberTheName ?7? (@ThatManK7) December 17, 2014
Iman Marshall, 2015 five-star defensive back (ASU offer)-
ASU welcome to the Adidas Family #SunDevils #3Strips — Biggie (@iman_marshall8) December 16, 2014
Jaason Lewis, 2015 four-star running back (ASU commit)-
Them Adidas jerseys ? — THE J Lew1? (@jaason_lewis) December 16, 2014
Chase Lucas, 2016 four-star running back (ASU offer)-
ASU switched to Adidas??? — Chase Lucas?? (@Chase_Lucas2) December 16, 2014
"I love Adidas so ASU is looking good to me," Lucas added.
While nobody knows what changes will come once Adidas takes over ASU's apparel in July 2015, it is clear that their new contract instantly elevates the Sun Devils to the national forefront. ASU is now in the top ten nationally in apparel deals, averaging over $4 million annually.
The money from the contract is expected to contribute to several projects for the ASU athletic department, as it is currently renovating Sun Devil Stadium and is also in the process of adding men's hockey and an unnamed women's sport.
Opinions on the move remain split, and only time will tell how the Adidas deal pans out for the university.
Reach the assistant sports editor at fardaya@asu.edu or follow him on Twitter @fardaya15
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