The Swoosh is officially headed to Columbia.
On Friday, South Carolina’s Board of Trustees gave the green light for the Gamecocks to switch apparel partners from Under Armour to Nike. The new agreement is a 10-year deal valued at $70 million in product, $5 million in cash, plus additional incentives. USC will also earn 15% of net sales from Nike-branded Gamecock merchandise.
The Nike partnership will officially begin July 1, 2026, right after the current Under Armour contract—signed in 2016—comes to an end. That means South Carolina’s nearly two-decade run with Under Armour will carry through the rest of this academic year.
“We are thrilled to announce the future partnership with Nike, a brand that is built on inspiring athletes to reach for excellence with the latest and most innovative equipment and attire while championing the values of athletic participation, beginning in July 2026,” athletics director Jeremiah Donati said in a statement. “We are excited to be joining with Nike as we look to continue to elevate our brand and compete for championships in the future.
“We are truly appreciative of the long partnership we have enjoyed with Under Armour since 2007. They have provided our student-athletes and fans with excellent service and apparel since the onset of our relationship and have been a part of many huge Gamecock moments. … We look forward to celebrating our partnership history with Under Armour in the 2025-26 athletics seasons.”
Nike Ties Run Deep in Columbia
The Gamecocks’ move to Nike feels like a natural fit. Women’s basketball coach Dawn Staley has been a longtime Nike ambassador, dating back to her days sporting Zoom S5s, while Gamecock legend and WNBA superstar A’ja Wilson is signed with Nike and even has her own signature shoe.
Donati himself has strong ties to the Swoosh. While at TCU, he extended the Horned Frogs’ deal with Nike, calling it “the best in the business.” Nike CEO Elliott Hill, a TCU alum and trustee, also represents another connection.
Still, the draw goes beyond individual ties. Nike is the dominant force in the sports apparel world, outpacing Adidas and leaving Under Armour far behind in market share. For athletes—and recruits—the brand carries instant credibility.
What It Could Mean
The true impact of the deal remains to be seen. Will South Carolina see a recruiting boost under Nike? Will merchandise sales soar? Could the brand even play a role in NIL opportunities for athletes?
Those questions don’t yet have answers, but the potential is massive.
The announcement comes just over a week after Tennessee stunned the industry by leaving Nike for Adidas in a groundbreaking deal. Adidas’ package included above-the-cap NIL agreements, something Nike has not yet put on the table.
For now, though, South Carolina is betting on the Swoosh. And starting in 2026, Gamecock athletes will officially be playing—and recruiting—in Nike gear.
