When he arrived here just under a year before discussions began, newly appointed Auburn Athletic Director John Cohen was well aware of the clothing contracts that awaited him once he completed his first important duty, hiring a football coach.
On September 1, 2023, before Cohen completed a full year at Auburn, he had a completely open negotiating period with any apparel provider. Cohen came to Auburn from Mississippi State and already had a relationship with Adidas, the Bulldogs’ apparel sponsor.
However, Auburn fans made it apparent online that they intended to move on from Under Armour, which had collaborated with Auburn since 2006. They wanted to switch to Nike.
Ultimately, Auburn chose Nike. However, specifics about the deal are limited — and may remain so. Auburn will remain with Under Armour until their next deal begins in July 2025.
“I think Nike has set a certain standard on the American collegiate scene that we wanted to be a part of,” Cohen stated.
Cohen spoke with AL.com in mid-May to explain what went into the process.
How did Auburn reach this decision?
Staying with a previous apparel company is a much simpler choice. Nothing has to change other than signing a new piece of paper.
