Wichita State Returns to Nike: Did They Get a Good Deal?
As of July 1, Wichita State athletics entered a new chapter with a familiar partner: Nike. The deal, which was officially announced earlier this year, marks the return of the Swoosh after an eight-year partnership with Under Armour. Athletic director Kevin Saal believes this partnership will elevate the school’s athletic programs, providing new uniforms, enhanced brand alignment, and a competitive boost across all 16 sports. “Nike is the leading sports brand, and aligning with them is exciting for us and our athletes,” Saal said. “It resonates with the younger generation, and everyone is eager about it.”
This marks the end of Wichita State’s relationship with Under Armour, and the transition, branded as “Swoosh Day,” signifies more than just a uniform change. It’s part of a broader strategy to stand out in the evolving landscape of college sports. The contract details, obtained through an open records request, provide a closer look at the financial structure of the five-year deal with Nike and WSU’s supplementary agreement with BSN Sports. The new arrangement shifts from the large product allocations and guaranteed cash WSU received with Under Armour to a more prestige-driven partnership with Nike.
How Does the New Nike Deal Compare to Under Armour’s? 
When Wichita State signed with Under Armour nearly a decade ago, the program had just experienced a Final Four appearance and was enjoying significant success, particularly in men’s basketball. This gave the Shockers considerable leverage in their deal, which included $75,000 in guaranteed annual cash and product allotments starting at $600,000, eventually reaching $740,000. In 2025, however, the program finds itself in a different position. Men’s basketball is rebuilding under coach Paul Mills, and the team hasn’t won a March Madness game since 2017.
The new Nike contract reflects this change in circumstances. In Year 1, WSU will receive $180,000 in products, including $50,000 for uniform transitions. In the following years, product allotments decrease slightly: $145,000 in Years 2 and 3, and $160,000 in Years 4 and 5. While performance bonuses like $50,000 for a national basketball championship are included, there’s no guaranteed cash from Nike. To supplement the Nike agreement, WSU has a separate deal with BSN Sports, which provides significant discounts on apparel (50% off Nike clothing and 45% off footwear) and up to $30,000 in additional incentives, provided the department spends at least $200,000 annually.
While the financial package is smaller than what Wichita State received with Under Armour, Saal emphasized that the current landscape of college sports is vastly different, and the deal with Nike brings a different type of value. “When we shopped around, Nike offered the best overall value,” he said. “It resonates with athletes, offers high-quality gear, and aligns us with a premier global sports brand.”
Sports attorney Darren Heitner noted that while the financial numbers have been reduced, the brand recognition and global appeal of Nike could greatly enhance WSU’s recruiting, fan engagement, and visibility. However, he pointed out that the lack of guaranteed cash and reduced product allocations could strain budgets, especially for non-revenue sports.
The Intangible Benefits: Nike’s Prestige and Player Appeal
While the financial package may be leaner, coaches and players argue the intangible benefits are more significant. Men’s basketball coach Paul Mills highlighted Nike’s dominance in basketball footwear. “Nike has such a huge footprint in the basketball world, and players have loyalty to the brand,” Mills said. “It’s something they connect with, whether it’s LeBron, Kobe, or Michael Jordan. That connection helps on the court.”
Women’s basketball coach Terry Nooner described the first practice in Nike gear as “like the first day of school.” In the past, both coaches had to remind players not to wear Nike shoes while traveling, a source of frustration. With the new partnership, players are free to wear popular shoes worn by NBA and WNBA stars, which contributes to confidence and comfort.
“I’ve always wanted to wear Nike,” said guard Jaila Harding. “Nike is like the face of basketball, and I’m excited to play in their gear.” Forward Bre’Yon White echoed similar sentiments, saying, “It’s not just comfort; it’s a confidence thing. Nike’s designs look good, and when you look good, you play good.”
Building the Buzz and Looking to the Future
WSU launched the transition to Nike with a high-energy hype video on July 1, tapping into the program’s past successes while highlighting the new partnership. There’s been excitement among fans, with Mills noting that even though he’s not very active on social media, he’s seen the positive reactions. “There’s a lot of history with Nike, and it’s great to bring back that connection,” Mills said.
Saal mentioned that Nike will collaborate with WSU on uniform designs, with men’s basketball uniforms expected by October. While the overall look will remain familiar, Saal noted that there will be room for some added flair and innovation. Meanwhile, leftover Under Armour stock will be sold to fans through the department’s annual garage sale.
The partnership comes at a time when WSU athletics is showing improvement. The Shockers made a significant leap in the Learfield Director’s Cup standings, finishing tied for No. 151 for the 2024-25 season, an impressive 98-spot jump from the previous year. Saal also pointed to the program’s academic and community service achievements but stressed that the ultimate goal is success on the field.
“We want to win championships and be a top-100 program,” Saal said. “Nike is going to help with all of that.”
Did Wichita State Get a Good Deal?
While Wichita State may have lost some guaranteed financial support compared to the Under Armour deal, the program believes the long-term value of aligning with Nike’s global prestige will pay off in recruiting, visibility, and growth. Sources within the athletic department revealed that WSU received similar financial offers from other major apparel brands, but the strength of Nike’s brand ultimately swayed the decision.
As Heitner noted, the true value of the deal may lie in WSU’s ability to leverage the Nike brand for additional revenue, such as through merchandise sales or corporate partnerships. Although the financial numbers are lower than before, WSU sees the partnership with Nike as a clear trade-off: the prestige of the Swoosh, combined with the brand’s global influence, is expected to bring significant benefits in the long run.
No Comment! Be the first one.