While college football was preparing for Week 5, a bigger chess match was playing out off the field between Nike and Adidas.
It started with the Miami Hurricanes leaving Adidas for a 10-year deal with Nike worth more than $20 million annually. When Adidas failed to match the offer, the brand went back to the drawing board and landed another major program in the Ole Miss Rebels.
Ole Miss is now finalizing a seven-year Adidas partnership worth more than $20 million annually. The agreement would exceed $140 million through 2034 and begin July 1, 2027, after the school's nearly 28-year relationship with Nike ends in June.
It's a pretty interesting swap between Adidas and Nike.
The deal also includes increased NIL funding for Rebels athletes, reportedly worth about 10 times what Nike previously provided. Adidas will work with Ole Miss on uniform designs, bookstore renovations and new premium fan experiences around campus.
The move gives Adidas another major college program alongside Tennessee and Penn State after Miami's departure. Naturally, the deal has sparked plenty of debate among Ole Miss fans.
One fan backed the decision, writing on X , "I don't blame them. There's only so much Nike can offer, especially since Miami is coming back. Adidas is trying to stay relevant in the CFB scene & this just adds another pillar in that rebuild process."
One user focused on the Rebels' potential gains, writing , "This is a massive deal as Adidas will make Ole Miss one of its primary teams, along with Tennessee and Penn State.
"This will bring in a ton of revenue and NIL opportunities. HUGE development for this program."
The financial figure also prompted a broader reaction about Mississippi's apparel market. One wrote , "Largest deal in the nation. Only a matter of time before Nike is out of business. Smart move for Ole Miss, but this will likely negatively affect State with support."
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Other fans viewed the Nike departure differently. One X user wrote , "Nike said, 'We don't need y'all [expletives] anymore. We got the big fish.'"
Another offered a shorter assessment, writing , "Bad move."
The criticism continued with a blunt reaction from another fan who wrote , "It's over for Ole Miss." A separate post was equally direct : "Awful decision."
Mississippi State's Adidas deal is worth $17.5 million over seven years, adding another layer to the discussion.
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One Bulldogs fan wrote , "I don't mind Adidas. They've made strides and gotten better. But I don't like that they're giving our arch-rival a significantly better deal than us. We shouldn't play second fiddle."
This is a huge deal nonetheless for the Rebels. It will also be interesting to see whether Adidas can add more major programs in the future, even if that means pulling another partner away from Nike.
This article originally appeared on Pro Football Network .
