It might take manufacturer Adidas a little time to finds it’s groove apparel-wise with the University of Miami—but when it comes to marketing, hype and proving that “The U” is a priority, the apparel giant is already on a roll.
The Canes’ new uniforms will drop on Saturday July 18th and Adidas has planned an event more in line with a Hollywood premier or record release, opposed to what one would expect on new-gear-day.
Club LIV is booked for a 500-person, invite-only affair and DJ Khaled might (or might not) be providing the entertainment for the next-level football fashion show.
Regardless, the marketing machine is in full force and experiences like this are precisely why UM severed ties with Nike and went a different direction with Adidas.
Miami’s relationship with Nike was revolutionary back in 1987, when the two officially partnered up. Now, three decades later, apparel deals are commonplace; everyone trying to outdo the other, rolling out new gear annually and tweaking uniform options every few years, or so.
Where Miami was once Nike’s baby, that honor has since been bestowed on the University of Oregon—alma mater to the Mighty Duckman himself, Phil Knight. UO is known for dozens of uniform looks every season and understandably sits highest atop the pecking order of Nike schools.
Adidas plans to bequeath that throne to “The U”—and an unveiling like this weekend’s is a good preview for what’s to come within this dynamic and working relationship. Adidas has already spent the better part of this year blowing things up on social media; by way of new-look gear, hashtags, tag lines and general excitement.
What the gear looks like—still remains to be seen. An image was floating around online late June in regards to a potential new-uni leak, but the image was neither confirmed or denied by Adidas or UM.
The Palm Beach Post did report that an all-green uniform combo (shown in the image) had since been ditched, but that the Canes’ look will have more of a retro feel—opposed to some of the flashier fashion statements made by other Adidas schools.
The all-white “stormtrooper” look will return—a fan favorite since first debuting in the mid-nineties when switching from Russell Athletic to Nike. On top of that, it appears Miami fans will finally get the all-black look they’ve been clamoring for.
More important than the actual uniform combinations and looks; the 305-style unveiling that is about to take place.
It’s a common theme in this blog, but it warrants being repeated. The University of Miami has to play to its strength; which means the picturesque campus, smaller classes, private school, metropolitan city, professional sports franchises, South Beach, the Atlantic, the Keys … all of it.
“The U” can’t compete on that rah-rah college town level, so why even bother? Florida. Alabama. Ohio State. They’ll always with that one-horse-town battle. “Look at our packed stadium! Look at how we support our program!”
Sure, because there’s zero else to do in said one-horse-town. (Speaking from experience having spent a combined three-plus years in Gainesville and Tuscaloosa.)
For those recruits taking note; the University of Miami and Adidas are rolling out these new uniforms at the Fontainebleau’s LIV—where NBA champions celebrate after bringing home a title. Where Diddy punched out Drake. Where folks from across this nation squirrel away money to come vacation and get a taste of the good life and party like A-listers.
A far cry from Potbelly’s in Tallahassee or The Swamp (the bar, not the stadium) in Gainesville.
“The U” has its work cut out on the field. Let’s not hide from that. Year five of the Al Golden era.
A four-game losing streak to end the season after coming thisclose to knocking off Florida State. An overall record on point with his predecessor Randy Shannon, who only had four years to right the ship. To say the clock is ticking; it’s an understatement.
All that said, celebrate the wins and champion what goes in one’s favor—in this case, jersey build-up and any ripple effect that comes from this weekend’s throw-down.
While an event like this might not shake the old school fan to his or her core, there’s no denying that this version of Adidas hype cuts straight to the core of those recruits signing up for #Swag16, #Squad17 and #Storm18 classes.
A long way to go before Adidas truly replaces Nike; but if this is the kind of attention the University of Miami is going to receive from it’s new manufacturer—prepare for “The U” to truly go global.