In a groundbreaking move set to redefine collegiate athletics branding, 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, making them the first program in the nation to adopt the personal logo of an alumnus.
A Historic Partnership
This initiative is a collaboration between Texas Tech, adidas, and Patrick Mahomes II, the university’s most illustrious football alumnus and current NFL superstar. The transition signifies a departure from traditional branding, replacing the iconic adidas three-stripe logo with Mahomes’ distinctive “gladiator” emblem on all athletic apparel and equipment.
Coach McGuire, speaking on the David Pollack College Football Podcast, highlighted the significance of this shift:
“The one thing we’ve done that’s absolutely a game-changer for us is we’ve paired with adidas, Texas Tech, and Patrick Mahomes. We wore two of his jerseys this year, meaning that the adidas was off the jersey and it was his gladiator logo, the P and the M. And so in 2026, we’ll move to every single thing that we wear, will not have the adidas three stripes but will have the Mahomes gladiator. So you see ‘Jumpman’ and you see Nike; Texas Tech and Patrick Mahomes and adidas are transitioning to that.”
Mahomes’ Commitment to Texas Tech
Patrick Mahomes’ dedication to his alma mater has been unwavering. In August 2024, he made a substantial $5 million donation to Texas Tech Athletics, underscoring his commitment to the university’s growth and success. This contribution was earmarked for the construction of the south end zone and the Womble Football Center, pivotal components of the university’s athletic infrastructure.
Mahomes’ involvement extends beyond financial contributions. In September 2024, he returned to Texas Tech to launch “Team Mahomes,” an initiative that saw six student-athletes from the university signing Name, Image, and Likeness (NIL) deals, marking them as the inaugural cohort of this program.
Implications for Collegiate Athletics
The adoption of the Mahomes brand by Texas Tech sets a precedent in collegiate sports, blending personal branding with university athletics. This move mirrors the influence of the “Jumpman” logo, associated with Michael Jordan, in basketball. By integrating Mahomes’ personal brand, Texas Tech not only honors one of its most successful alumni but also positions itself at the forefront of innovative branding strategies in college sports.
This transition is anticipated to enhance the university’s recruiting efforts, offering prospective student-athletes a unique association with a globally recognized sports figure. Moreover, it strengthens the bond between alumni and the institution, showcasing the lasting impact of former athletes on their universities.
Looking Ahead
As the 2026 season approaches, Texas Tech fans and the broader collegiate athletic community will keenly observe the implementation of the Mahomes brand. This initiative not only celebrates Patrick Mahomes’ legacy but also exemplifies Texas Tech’s commitment to innovation and excellence in collegiate athletics.
The collaboration between Texas Tech, adidas, and Patrick Mahomes signifies a transformative moment in sports branding, one that may inspire other institutions to explore similar partnerships, further blurring the lines between personal branding and team identity.