Adidas Celebrates Washington Huskies Historic Win
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It is only fitting that more history was made in the final season before dramatic NCAA conference realignment and postseason expansion. Last night, the Washington Huskies held off the Texas Longhorns 37-31 to win the Sugar Bowl and secure their spot in the College Football National Championship Game against the Michigan Wolverines.
By keeping their unbeaten season alive, Washington became the first adidas-sponsored school to make the finals since in the playoff era. Moreover, it is the first time adidas has been represented in the National Championship Game since 2013 (the Notre Dame Fighting Irish had not yet made the switch from adidas to Under Armour).
Washington and adidas agreed to a ten-year, $119 million contract in 2018 (the deal took effect on July 1, 2019), according to the Seattle Times. Per the Seattle Times reporting, adidas pays the Huskies $5.275 million annually in cash, $5.58 million annually in product, and $1.1 million annually for marketing. The deal includes bonuses if Washington won conference or national championships.
Following last night's victory, adidas quickly celebrated its West Coast flagship school's major accomplishment. In addition to social media posts, adidas launched new products promoting the Sugar Bowl Champions. Online shoppers can check out the full selection by visiting the adidas website.
The quick turnaround is just the latest sign of adidas' nimble marketing. Earlier this season, adidas signed Huskies quarterback Michael Penix Jr. and wide receiver Rome Odunze to NIL deals. Since then, adidas has launched multiple campaigns highlighting the historic seasons of both players.
It has already been a legendary season for Washington, but one more win and they will officially etch their names into the record books. Fans can expect adidas to make the most out of its appearance on college football's biggest stage. Stay locked into FanNationKicks.com for all your footwear news from the sports world.
