USC Extends Nike Partnership Through 2036

Cohen Announces Multi‑Year Deal

USC Athletics and Nike inked a 10‑year extension that keeps the branding agreement in place through 2036. The extension was publicly announced by Athletic Director Jennifer Cohen on Tuesday. In a statement released by USC Athletics, Cohen highlighted the lasting nature of the collaboration. “USC and Nike have grown together for more than 30 years, and we are thrilled to continue one of the great partnerships in college athletics,” she said. The renewal is expected to bring new opportunities for student‑athletes and campus retailers alike.

USC was among the first college programs to wear Nike in the 1990s, establishing a legacy that stretches more than three decades. As the NIL landscape evolves, this fresh agreement introduces an NIL component for selected Trojans. The deal also aligns with broader changes in how college athletes can capitalize on personal branding. By extending the partnership, both sides aim to leverage the growing market for athlete‑endorsed products.

Star Players Join Nike’s Growing Roster

Women’s basketball star JuJu Watkins finalized a lucrative multiyear contract with Nike in October 2024. That agreement ranked among the richest shoe endorsements in women’s basketball history. A month later, USC teammate Jazzy Davidson secured a multiyear NIL shoe deal with Nike before even playing a college game. Both deals signal Nike’s confidence in the Trojan program’s talent pipeline. Their signings are expected to boost visibility for the brand on the USC campus and beyond.

What the New Agreement Delivers

Under the extension, USC student‑athletes will be added to Nike’s NIL roster, giving them access to endorsement pathways. An exclusive group known as the Blue Ribbon Elite will be unveiled in the coming weeks. In addition, USC becomes the first school to receive Nike Strength equipment for the new Bloom Football Performance Center. The men’s and women’s basketball squads will also receive custom uniforms designed by Nike. The partnership also includes a facelift for the USC Bookstore and a series of USC x Nike retail pop‑ups. These enhancements aim to strengthen fan engagement and expand brand presence on campus.

The expanded collaboration is positioned to benefit current and future Trojan athletes, loyal supporters, and the broader campus community. The inclusion of NIL opportunities aligns with the evolving financial landscape of college sports. Fans can anticipate more limited‑edition gear and interactive experiences as the partnership unfolds. Ultimately, the deal sets the stage for continued on‑field success and brand growth through 2036.