Southern Miss

Goodbye Russell: Southern Miss announces more lucrative apparel deal

Southern Miss quarterback Keon Howard passes during the game against UAB at Roberts Stadium in Hattiesburg on Oct. 28.
Southern Miss quarterback Keon Howard passes during the game against UAB at Roberts Stadium in Hattiesburg on Oct. 28. Special to the Sun Herald

Southern Miss has a new eight-year apparel deal in place that will pay the school more than its previous contract with Russell Athletic.

USM announced Tuesday that it has agreed to a partnership with adidas through the 2024-25 athletic season.

The new deal means adidas will supply all of the Golden Eagles’ programs with headware, apparel, footwear and accessories.

“I’m very excited about this partnership,” USM athletic director Jon Gilbert said. “It is the first ever all-apparel deal in the history of Southern Miss athletics. We will benefit from their marketing and branding expertise. We will also certainly benefit financially and from the product they are providing us. They will provide a consistent look and feel for all our teams.”

The product allotment from adidas will be north of $4 million, according to a person familiar with negotiations. There will also be a six-figure allotment to be used for marketing tools.

USM is in the last year of a five-year deal with Russell Athletic that paid the school a total of $2.75 million.

The USM baseball team will make the move from Under Armour to adidas with the new deal.

Adidas is a German multinational corporation that has apparel deals with other college programs like Arizona State, Indiana, Kansas, Louisville, Miami and Mississippi State.

“Our mission is to help athletes perform better and we’re excited about the direction of the Golden Eagles’ sports programs,“ Jim Murphy of adidas America said in a press release. “This new partnership is a great opportunity for adidas to work closely with Southern Mississippi Athletics to help them execute their mission to guide and support student-athletes in the pursuit of excellence, academically, athletically and personally.”

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