South Carolina is making a major brand move. On Thursday, the university announced it will end its long-standing deal with Under Armour and officially partner with Nike beginning in 2026. The agreement is locked in for the next ten years, marking a new era for Gamecock athletics as additional sponsorships roll in for the 2025 season.
No one seemed more excited than women’s basketball head coach Dawn Staley. On X, she shared her joy while also giving thanks to the brand that helped her program rise to the top.
“I’m over the moon happy about our new @Nike deal (there are over 30 years of history for me personally)….but I will never forget the contributions and the partnership that helped @GamecockWBB win national championships….thank you KP and @UnderArmour,” Staley wrote.
South Carolina’s relationship with Under Armour dates back to 2007. Just one year later, Staley was hired to lead the women’s basketball program, where she has since built one of the most dominant dynasties in the sport. Under her leadership, the Gamecocks have captured three national championships (2017, 2022, 2024) and developed some of the game’s biggest stars, including A’ja Wilson, Aliyah Boston, Allisha Gray and Kamilla Cardoso.
For Staley, the switch to Nike carries personal significance. During her playing career, she was signed to the brand and even became one of its trailblazers. In 1996, Staley joined Sheryl Swoopes and Lisa Leslie in a Spike Lee–directed “Freestyle” commercial to promote the U.S. women’s Olympic basketball team. That team went on to win gold in Atlanta and helped set the stage for the launch of the WNBA.
Three years later, in 1999, Nike released the “Zoom S5” — Staley’s own signature shoe. Now, with South Carolina set to join forces with Nike, the women’s basketball program will continue to honor legends like her while also showcasing today’s stars.
The Gamecocks are even expected to wear A’ja Wilson’s signature Nike shoes as part of the new era, connecting past greatness to the present. Wow!
