The Explorers’ pact with adidas could become “a blueprint” of future apparel deals in college sports.

By Nick Lantz, MBA ’21

Individually, we all have unique strengths. Partners, however, work together toward a greater goal.

Back in February, La Salle Athletics and adidas became partners by agreeing to a multi-year partnership that Sports Business Journal called “a blueprint for apparel deals” at the collegiate level. The agreement made adidas the official athletic footwear, apparel, and accessory brand of La Salle Athletics.

With it comes tremendous opportunity for both sides—the opportunity to grow together.

Of course, adidas is known by its trademark three-stripe logo. It’s one of the most recognizable global apparel brands. Still, the company continues to grow as it strives to deliver on its mission of being the best sports brand in the world.

“Having the opportunity to work with a brand that is one of the originators of the shoe and athletic apparel industry will provide La Salle Athletics with new and unique opportunities to stand out from the crowd,” said La Salle Director of Athletics and Recreation Brian Baptiste, J.D. “Not only will it help our department to provide a transformational experience for our student-athletes, but it will also allow us to work together as true partners as we continue to grow and elevate our brand.”

Despite the numerous challenges that the COVID-19 pandemic presented to collegiate athletics, La Salle’s athletic department remains focused on growing and seeking new opportunities to elevate its programs and student-athletes.

Enter adidas.

The two sides agreed to a deal that includes a trend-setting hybrid model, allowing varsity athletic teams the opportunity to utilize a direct vendor in ASB Sports, the largest and fastest-growing national provider of branded athletic apparel and equipment in the country. The partnership helps La Salle deliver the best possible experience for its student-athletes while providing its teams with more apparel and equipment. Even more, it helps the Explorers strengthen their brand alongside a leader in the athletic community.

La Salle is the only NCAA Division I athletic department in Philadelphia that maintains a partnership with adidas. Not only does this help the Explorers set themselves apart in such a crowded sports landscape, but it also gives adidas quality exposure in a major market like Philadelphia.

“Our newly generated partnership with La Salle University will be mutually beneficial,” said adidas NCAA manager Thomas Bauman. “La Salle is currently adidas’ only D1 partner in the city of Philadelphia. This partnership will give us great exposure and allow us to land elite, innovative product on some of the top student-athletes in the country. We will be able to obtain great product feedback, while also collaborating with student athletes and an amazing athletic staff led by Athletic Director Brian Baptiste.”

The deal also designates both the La Salle men’s and women’s basketball teams as adidas partner programs. La Salle has a rich history in basketball, which includes past men’s championships in the NCAA and NIT tournaments, and Philadelphia Big 5 basketball has provided some of the greatest players, moments, and rivalries that the sport has ever seen. And now, adidas can join in on the tradition.

“Through our direct partnership with both basketball programs, we will gain exposure within the [Philadelphia] Big 5 region,” Bauman said. “Our goal is to provide La Salle University and La Salle Basketball with adidas’ best products, while also working with student-athletes to product-test and provide product feedback to improve our offerings in the future. We are extremely excited to partner with La Salle Athletics and grow both of our brands together.”

Growing together.

La Salle joins a list of recognizable names that have already teamed up with adidas. The company notably has partnerships with musical acts like Beyoncé and Kanye West, professional clubs Bayern Munich and Real Madrid, numerous professional athletes, and even events like the Boston Marathon. With a strategic focus on partnerships like these, adidas remains current and connected to today’s culture.

Diversity, equity, and inclusion has also been at the heart of adidas’ operation. It creates a culture and environment where its people can thrive, be successful and feel they belong, with a focus on leadership, betterment and performance. Baptiste emphasized La Salle’s connection to adidas’ culture.

“From its ability to remain connected with the cultural trends, its investment back into the community and commitment to equity, diversity, and inclusion, adidas is the type of organization that we want to be partnered with,” said Baptiste, who co-leads the Atlantic 10 Conference’s Commission on Equity, Diversity, and Inclusion.

So when the Explorers compete in 2021-22, take a close look at their uniforms. You’ll find those three famous stripes representing a new era of La Salle Athletics.