adidas Signs Multi-Year Athletes Unlimited Partnership to Outfit the AUSL
Athletes Unlimited Begins Partnership with adidas
Athletes Unlimited continues to strike business, as a new multi-year partnership was announced today with adidas. They are now the Official Marketing Partner of Athletes Unlimited and the official on-field, apparel and footwear partner of the Athletes Unlimited Softball League (AUSL).
During the inaugural AUSL season in 2025, the league was outfitted by Nike, which you saw on their jerseys, pants, and visors. This year and beyond, adidas will outfit all six teams’ uniforms, footwear and performance apparel, as they make their investment in professional softball. You will see the collaboration not only through apparel, but across social and broadcast material as well.
“This partnership with Athletes Unlimited marks an acceleration of our investment in women’s sports. Together, we are actively shaping the future of softball to establish new benchmarks that drive the game forward,” said John Miller, adidas President, North America.
“adidas has long been a leader in championing women athletes, and we are pleased to have their support as we grow the AUSL,” said Jon Patricof, CEO & Co-Founder, Athletes Unlimited. “This partnership reflects a shared vision for growing women’s pro sports and creating new opportunities for our world-class athletes. We’re proud to welcome adidas as a partner and excited to see all six AUSL teams take the field in adidas gear this summer and beyond.”
This is a major deal for not only Athletes Unlimited but adidas as well. They hope to turn this into more opportunities across women’s sports, showing their commitment to the advancement of such sports and with elite softball talent like existing brand partners and AUSL stars Sis Bates, Amanda Lorenz, and Tiare Jennings.
As always, the game of softball loves to merge all levels, and so does adidas. They are also the Official Partner of Little League Softball and the Little League Softball World Series.
Adidas continues to make a splash with collegiate NIL initiatives they back as well, such as Patrick Mahomes’ Team Mahomes, which Texas Tech Red Raiders pitcher NiJaree Canady is a part of. Canady just unveiled her first signature pair of cleats made by adidas, the ADIZERO Instinct 2.0 PT NiJa, over a week ago as part of that initiative. She is the first collegiate softball player to do so.
Additional details around AUSL uniform designs, full retail seasonal offerings, and collaborative initiatives will be announced ahead of the 2026 AUSL season. Stay up to date with news and stories on the AUSL and softball in general here at Southeastern Softball Wire.
