Under Armour Reunites with Georgia Tech as Official Apparel Partner in 2026

Under Armour has announced a new deal with Georgia Tech athletics, becoming the official uniform, apparel, footwear, and accessories provider for all Yellow Jackets teams starting with the 2026–27 season. The partnership aligns two organizations that share a deep commitment to innovation, ambition, and athlete performance. It also places Georgia Tech among an elite group of schools outfitted by Under Armour, including Notre Dame, Wisconsin, Utah, Maryland, Northwestern, and the U.S. Naval Academy.

Beyond Gear: NIL, Innovation, and Student-Athlete Impact

This partnership extends far beyond new uniforms. Under Armour will invest directly in Georgia Tech’s name, image, and likeness (NIL) infrastructure, providing athletes with enhanced visibility and brand-building opportunities. Players will also have hands-on involvement in UA’s product innovation and design processes — offering real-world experience in sports business, fashion, and tech. Fans, meanwhile, can expect an expanded retail presence and a broader range of Georgia Tech apparel and accessories.

A Full-Circle Moment Nearly 30 Years in the Making

The agreement marks a symbolic reunion for both sides. In 1996 — Under Armour’s first year in business — Georgia Tech became the first collegiate athletic department to purchase its gear, spending just over $7,000 on the brand’s revolutionary HeatGear and ColdGear apparel. That investment helped the fledgling company survive. Now, nearly three decades later, they are returning to the field together in a far more powerful partnership.

“This is an exciting moment for Georgia Tech athletics,” said Ryan Alpert, Georgia Tech’s vice president and director of athletics. “Our partnership with Under Armour will help us stand out in a new era of collegiate sports by prioritizing student-athletes, fans, and innovation while building our brand on a global scale.”

Expanding Influence in College Sports

The partnership also has strategic implications for Under Armour’s national presence. With the addition of Atlanta — home to one of the country’s most important media and recruiting markets — the company now holds partnerships in three of the top eight Power Four markets. Under Armour also continues to invest heavily in grassroots sports programs nationwide, helping develop the next generation of elite athletes.

Founder and CEO Kevin Plank called the deal “serendipitous,” reflecting on Georgia Tech’s pivotal role in the company’s early days: “Tech’s support in 1996 kept us alive. To come back together nearly 30 years later speaks volumes about the journey and our shared vision.”

What’s Next for Fans and Athletes

More details about the collaboration — including new uniform designs, merchandise drops, and NIL programming — will roll out in the months leading up to the 2026 season. The partnership was facilitated by LEONA, which helped align the two brands’ shared vision for innovation and athlete-focused growth.

“As we mark our 30th anniversary next year, we’re thrilled to team back up with Georgia Tech, our first collegiate client,” said Craig Cummings, Vice President of Under Armour’s Team Division. “We look forward to deepening our connection with the Atlanta community and delivering cutting-edge solutions that elevate athletic performance.”

-The CTRL Room Staff Writer