Auburn has officially kicked off its long-anticipated partnership with Nike, ending an 18-year-long deal with Under Armour. The switch became official on July 1, 2025, following the announcement of a 10-year agreement made back in April 2024.
To mark the beginning of this new era, Auburn released a promotional video on Monday showcasing its updated Nike uniforms. The video featured a mix of classic traditions and bold visuals, highlighting how they are embracing the future with the sneaker giant.
And fans have already begun forming their opinions about this solid new chapter.
Auburn Tigers Start Fresh With Nike After Two Decades With Under Armour
Fifteen months after announcing a major partnership with Nike, the Auburn Tigers have officially entered a new era. It kicked off with a touching promotional video that showcased the Tigers on “the Nike flight.” Enriched with Nike’s signature orange, the one-and-a-half-minute clip featured everything from cleats and jerseys to college bags, t-shirts, and even eyewear. All are Nike-branded and Auburn-themed.
𝗧𝗮𝗸𝗲 𝗙𝗹𝗶𝗴𝗵𝘁
Auburn 🤝 Nike#WarEagle pic.twitter.com/6vCqSHbRyK
— Auburn Tigers (@AuburnTigers) July 1, 2025
Auburn Athletics Director John Cohen issued a statement expressing excitement about the partnership. “We are excited to enter this new partnership with Nike, a brand that consistently champions athletes and sport around the world,” Cohen said. “We believe that our agreement will continue to elevate Auburn and best serve our student-athletes and our university moving forward.”
Auburn coach Hugh Freeze also made his statement official, saying, “We are thrilled to kick off the Nike era of Auburn football.”
The promotional video shows that Nike will be the exclusive outfitter for the Tigers. Most fans have responded positively to the shift. One fan tweeted, “Need the jersey reveal ASAP.” Others said, “Just do it,” and “It’s NIKE Day! War Damn Eagle. This is what elevates and changes.”
Need the jersey reveal ASAP
— Auburn Hippie (@AuburnHippie) July 1, 2025
Just do it!
— E2C Network: The Auburn Experience (@E2C_Network) July 1, 2025
Another fan praised Auburn’s social media team, saying, “Easily the most proud I’ve been of Aub’s social media team. The Reacts are 🔥🔥.” Of course, not everyone is on board. One fan wrote, “Love Auburn! Hate Nike! I’ll never wear apparel with the swoosh!” A second person simply said, “Not a fan of this.”
Love Auburn! Hate Nike! I’ll never wear apparel with the swoosh!
— Weagle Weagle!The United States of the Offended (@TBoneFootball1) July 1, 2025
Not a fan of this.
— Ignoring Lasers (@IgnoringLasers) July 1, 2025
Nike is now outfitting all 21 varsity teams at Auburn. While other programs might experiment with alternate uniform styles, Auburn is expected to stick with its traditional look. This might make the new era special since it feels nostalgic. Fans will be able to buy the new Nike merchandise both in Auburn and online starting July 25.
