Bearcats' Nike logo out

[bullwark]

University of Cincinnati fans, donning themselves in swoosh-covered apparel for years, had better get ready to change logos.

The Bearcats are changing looks. Cincinnati formally announced its multi-year, multi-sport partnership with adidas Monday, signaling an end to Nike's domination of UC men's basketball jerseys.

The agreement - which has yet to be signed - means Cincinnati's men's basketball team will play in adidas-designed uniforms and shoes beginning in 2006-07.

The deal also provides adidas gear for 14 other UC athletic teams, with football and men's and women's soccer continuing to play in Nike until their separate deals run out.

Consumer apparel with the adidas logo is expected to reach stores before the beginning of the basketball season.

The deal gives UC a means to market itself in an aggressive campaign planned by adidas that includes yet-to-be finalized uniforms.

"We're going for something completely unique," said UC senior associate director of athletics Mike Waddell.

"Something that's not currently in the adidas uniform template. And we want to capitalize on our incredibly popular C-Paw brand."

The C-Paw logo brought in an average of $47,123.53 in annual royalties from Nike from 2001-05.

"We expect there to be a seamless transition," said Derek Hughes, spokesperson for Collegiate Licensing Company, the nation's leading collegiate trademark and licensing company.

"If adidas can continue to get products to the marketplace, it shouldn't have any affect on the fans. Especially if the selection is still there from the retailer standpoint, we anticipate minimal fan impact."

The selection will be there, Waddell said. Because of the growing relationship between UC and adidas, he said the adidas logo and image would be more associated with UC athletics than the Nike logo has been. The agreement also differs from the former UC-Nike partnership in that all of UC's athletic teams will benefit; before, Nike products were limited in general to basketball, soccer and football.

The adidas deal is being negotiated with the entire athletic department. Nike's agreement came through former coach Bob Huggins. New coach Mick Cronin, who had his own adidas deal at Murray State, has shoe and apparel endorsement deals built into his contract with UC.

Nike won't be prevented from making Cincinnati shirts or hats as long as UC receives royalties for the products.

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