adidas Signs the University of Tennessee to a Multi-Year Contract Extension

Apr 24, 2001, 01:00 ET from adidas

    BEAVERTON, Ore., April 24 /PRNewswire Interactive News Release/ -- After
 four successful years of an all-school partnership, adidas announced it is
 extending its current agreement with the University of Tennessee to a
 multi-year contract.
     Vols athletics director Doug Dickey welcomed adidas' announcement
 concerning the agreement, which he says provides a substantial boost in
 merchandise and revenue for UT.  "We are pleased to extend our partnership
 with adidas," Dickey said.  "It has been an outstanding company in providing
 services needed for outfitting our sports teams."
     This partnership is a key component of adidas' overall plan to pursue a
 comprehensive licensing strategy based on relationships with top collegiate
 properties.  Currently adidas has agreements with UCLA, Notre Dame, Nebraska,
 Northwestern and Arizona State University.
     adidas will continue with the positioning "fewer is better with regard to
 sports marketing." Consistent with this strategy, adidas is committed to
 signing only marquee collegiate symbols. The purpose of this strategy is to
 concentrate all energy and resources on key symbols that represent the best in
 collegiate athletics.
     "It is companies who understand all the intangible aspects of a
 relationship that make the partnership mutually beneficial," stated Kip Meyer,
 Director of Sports Marketing, adidas America.  "Our approach to sports
 marketing is a matter of quality versus quantity.  This enables us to maintain
 a group of marketing partners that we can service with the utmost efficiency.
 When a school enters a partnership with adidas, they know that they are not
 1 of 50 or even 1 of 25, they are one of the chosen few. It is relationships
 such as ours with Tennessee that are redefining how the industry values
 collegiate relationships."
     adidas offers a variety of intangible items to Tennessee that encompass a
 wide range of athletic and academic components:
 
     -- Service will include the integration of a full-time representative with
 the athletic department that works closely with all coaches, athletes,
 trainers, medical staff to ensure that the provided products meet the needs of
 the athlete.  These representatives will also work with all athletic
 departments and campus representatives on events and promotional activities.
     -- Campus and Community Events that will provide students, student
 athletes, staff, alumni and the community a deep connection with the
 university.
     -- Internships that provide valuable work experience and opportunities to
 qualified members of the Tennessee student body.
     -- Retail Environment that will work with all retailers of Tennessee
 licensed apparel to provide a specific Tennessee look and feel at each retail
 location.  adidas is the exclusive retail supplier of the authentic football
 and replica jerseys as well as the exclusive supplier of the basketball
 authentic jersey and Tennessee sideline authentic gear.  adidas will continue
 to sell licensed apparel and accessories bearing the Tennessee trademark at
 retailers nationwide.
 
     The University of Tennessee has one of the most dynamic programs in
 intercollegiate athletics for both men and women.  Vols and Lady Vols teams
 successfully compete at the highest levels for national recognition with a
 combined budget of $57,000,000.
     adidas is anticipating more prestigious college signings within the next
 several weeks.
 
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SOURCE adidas
    BEAVERTON, Ore., April 24 /PRNewswire Interactive News Release/ -- After
 four successful years of an all-school partnership, adidas announced it is
 extending its current agreement with the University of Tennessee to a
 multi-year contract.
     Vols athletics director Doug Dickey welcomed adidas' announcement
 concerning the agreement, which he says provides a substantial boost in
 merchandise and revenue for UT.  "We are pleased to extend our partnership
 with adidas," Dickey said.  "It has been an outstanding company in providing
 services needed for outfitting our sports teams."
     This partnership is a key component of adidas' overall plan to pursue a
 comprehensive licensing strategy based on relationships with top collegiate
 properties.  Currently adidas has agreements with UCLA, Notre Dame, Nebraska,
 Northwestern and Arizona State University.
     adidas will continue with the positioning "fewer is better with regard to
 sports marketing." Consistent with this strategy, adidas is committed to
 signing only marquee collegiate symbols. The purpose of this strategy is to
 concentrate all energy and resources on key symbols that represent the best in
 collegiate athletics.
     "It is companies who understand all the intangible aspects of a
 relationship that make the partnership mutually beneficial," stated Kip Meyer,
 Director of Sports Marketing, adidas America.  "Our approach to sports
 marketing is a matter of quality versus quantity.  This enables us to maintain
 a group of marketing partners that we can service with the utmost efficiency.
 When a school enters a partnership with adidas, they know that they are not
 1 of 50 or even 1 of 25, they are one of the chosen few. It is relationships
 such as ours with Tennessee that are redefining how the industry values
 collegiate relationships."
     adidas offers a variety of intangible items to Tennessee that encompass a
 wide range of athletic and academic components:
 
     -- Service will include the integration of a full-time representative with
 the athletic department that works closely with all coaches, athletes,
 trainers, medical staff to ensure that the provided products meet the needs of
 the athlete.  These representatives will also work with all athletic
 departments and campus representatives on events and promotional activities.
     -- Campus and Community Events that will provide students, student
 athletes, staff, alumni and the community a deep connection with the
 university.
     -- Internships that provide valuable work experience and opportunities to
 qualified members of the Tennessee student body.
     -- Retail Environment that will work with all retailers of Tennessee
 licensed apparel to provide a specific Tennessee look and feel at each retail
 location.  adidas is the exclusive retail supplier of the authentic football
 and replica jerseys as well as the exclusive supplier of the basketball
 authentic jersey and Tennessee sideline authentic gear.  adidas will continue
 to sell licensed apparel and accessories bearing the Tennessee trademark at
 retailers nationwide.
 
     The University of Tennessee has one of the most dynamic programs in
 intercollegiate athletics for both men and women.  Vols and Lady Vols teams
 successfully compete at the highest levels for national recognition with a
 combined budget of $57,000,000.
     adidas is anticipating more prestigious college signings within the next
 several weeks.
 
                      MAKE YOUR OPINION COUNT - Click Here
                http://tbutton.prnewswire.com/prn/11690X13326775
 
 SOURCE  adidas