South Carolina’s highly anticipated switch from Under Armour to Nike is just around the corner, and the move is already sparking excitement—particularly for women’s basketball. After the Gamecocks’ first preseason practice, head coach Dawn Staley addressed what the transition means for the program.
Before discussing Nike, Staley took a moment to show gratitude toward Under Armour, which has partnered with South Carolina for the past 15 seasons.
“Under Armour was great to us,” Staley said. “We wore Under Armour when we won three national championships. So it’s nothing against what they’ve done to us. We’ve made great relationships and friendships with them.”
She highlighted the company’s support through alternate uniforms, shirzees, Final Four promotions, and even the “You win some, you lose none” campaign after the 2024 national title. Under Armour even provided the team with brand-new practice uniforms this year, despite knowing the partnership was ending.
For years, some around the program have speculated that recruiting was limited by the Under Armour deal, with top prospects preferring Nike schools. Staley didn’t fully endorse that idea but admitted the switch could give South Carolina an edge.
“I do think it helps recruiting,” she said. “Change helps recruiting. Just change. It’s Nike. Most kids, no matter what kind of packages they get, seem to be attracted to Nike, no matter what it is. You can get less, and they’re attracted to it. But I do think Nike will do every sport here right. And I think women’s basketball will be a place in which they’ve got a lot of room in which to display our legends.”
Three of those legends—Kamilla Cardoso, Allisha Gray, and A’ja Wilson—are Nike athletes, with Gray and Wilson proudly promoting the switch when it was announced. Wilson, who now has her own signature shoe, the A’One, is set to play a major role in South Carolina’s branding as part of the contract.
“I’m bitter (that) they get to wear the swoosh,” Wilson admitted in July. “I’m so honoured and blessed to be able to have our squad and other teams at South Carolina rep the A’One and the swoosh as well. It’s been a long time coming, and I’m grateful for that partnership.”
Nike’s deal includes a full redesign of South Carolina’s uniforms within four years, though Wilson suggested changes are already in motion.
“I’m excited. What we’ve got cooking is huge,” she said. “Like I said, I’m jealous, because I know the uniforms and shoes are going to be fire.”
The switch doesn’t just benefit the players—it’s personal for Staley as well. A Nike athlete since the 1990s and a former signature shoe holder herself, Staley has long been known for her fashion sense and her love of sneakers.
“For me, personally, it’s helpful,” Staley said with a smile. “I can stop buying designer shoes because I’ve got a lot of Nike gear, a lot of Nike shoes.”
With the swoosh now set to become part of the Gamecocks’ identity, South Carolina is preparing for a new era—one that merges its championship tradition with the power and influence of Nike.
