In a groundbreaking move set to redefine collegiate athletics, Texas Tech University’s head football coach, Joey McGuire, announced that starting in the 2026 season, the Red Raiders will exclusively don the Mahomes brand, a signature line developed in collaboration with alumnus and NFL superstar, Patrick Mahomes, and sportswear giant Adidas.
This initiative stems from a deep-rooted relationship between Mahomes and his alma mater. The Kansas City Chiefs quarterback, who played for Texas Tech from 2014 to 2016, has consistently expressed his gratitude towards the university. “I wouldn’t be where I am today if it weren’t for Texas Tech,” Mahomes remarked, emphasizing his commitment to elevating the Red Raiders’ profile in college football.
The partnership’s foundation was laid in July 2024 when Texas Tech and Adidas unveiled a new football uniform featuring Mahomes’ signature “Gladiator” logo. This marked one of the first instances where a university’s athletic wear prominently showcased an alumnus’s personal brand.
Coach McGuire highlighted the significance of this collaboration during a media day, stating, “It is one thing to be an Adidas team; it is another to be a Patrick Mahomes team with Adidas.” He underscored Mahomes’ pivotal role in securing the deal, noting, “He’s a proud alum, man. He was such a big part of the deal.”
The decision to transition entirely to the Mahomes brand in 2026 is anticipated to offer numerous benefits:
Recruitment Edge: The allure of wearing a brand associated with an NFL MVP and Super Bowl champion is expected to attract top-tier talent.
Enhanced Visibility: Aligning with Mahomes’ global brand can amplify Texas Tech’s presence on national and international stages.
Financial Incentives: Exclusive merchandise sales and potential media collaborations could bolster the university’s revenue streams.
Beyond apparel, Mahomes’ commitment to Texas Tech is evident through his philanthropic endeavors. In August 2024, Patrick and his wife, Brittany, pledged $5 million to support the construction of the South End Zone and the Dustin R. Womble Football Center. This generous contribution led to the naming of specific areas within the new center in Mahomes’ honor, including a walkthrough area, the quarterback meeting room, and the coordinator’s office.
Further strengthening the bond between Mahomes and Texas Tech is the launch of “Team Mahomes,” a Name, Image, and Likeness (NIL) program in partnership with Adidas. This initiative aims to mentor and support standout athletes at Texas Tech, providing them with resources and guidance to navigate their athletic and academic careers. The inaugural group of six athletes received custom Mahomes/Adidas gear during a surprise visit, symbolizing the program’s commitment to nurturing talent.
The exclusive switch to the Mahomes brand also reflects a broader trend in collegiate athletics, where universities leverage alumni success to enhance their programs. By integrating Mahomes’ brand, Texas Tech positions itself at the forefront of innovative branding strategies in college sports.
As the 2026 season approaches, anticipation builds among fans, alumni, and players. The unique blend of tradition and modern branding is expected to usher in a new era for Texas Tech football, one that honors its storied past while embracing a dynamic future.
In essence, the collaboration between Texas Tech, Patrick Mahomes, and Adidas transcends typical sponsorships. It embodies a shared vision of excellence, community, and forward-thinking, setting a precedent for how universities can creatively align with distinguished alumni to elevate their athletic programs.
With the Mahomes brand emblazoned on their uniforms, the Red Raiders are poised to make a bold statement in the world of college football, symbolizing the fusion of legacy and innovation.
