John Cohen gives update on Auburn’s deal with Under Armour

Since 2006, the Auburn football program and all the other athletic programs on the Plains have been wearing uniforms with the Under Armour logo. The University has been partnered with Under Armour for years, and extended the relationship in 2015.

Beginning in September of 2023, Auburn entered into a period which allows it to negotiate with other brands and explore other apparel options prior to the end of the current contract, which expires in June of 2025.

All over the internet, Auburn football fans have been clamoring for a partnership with a new brand. Fans reference the fact that recruits would be more likely to commit to a program with a stronger brand on the uniforms like Adidas, Jordan, or Nike, although this may not necessarily be true when you consider the recruits like Perry Thompson and Demarcus Riddick who committed to the Tigers over the summer.

Whether or not the university chooses to stay partnered with Under Armour, Athletics Director John Cohen told the Montgomery Advertiser that there is no rush to make a decision:

"“All I can say is we’ve had a great relationship with Under Armour that goes back a long time,” Cohen told the Montgomery Advertiser last week. “In the last 11 months, I’ve learned a great deal about that relationship. Under Armour has been so good to Auburn in so many different ways. Having said that, every option is on the table for us at this point in time and we’re going to explore every option.”“I would say it’s something that’s on our mind and something that we spend a great deal of time on at this point in time,” Cohen said. “But we’re not in a sprint right now.”"

Cohen went on to say that he has been in recent talks with Under Armour and that the brand has “been terrific.” It seems that we’ll have to wait longer for answers about Auburn football’s apparel future.