The Wisconsin athletic department announced an extension to its apparel deal with Under Armour for 10 more years. It's been 10 years, and now there will be 10 more, and Wisconsin fans are almost universally in agreement that they hate it. If you click on the social media post for the announcement of this deal, whether it's on X or Facebook, the comments are flooded with unhappy fans.
It's a deal that Wisconsin is proud of and continues to promote, but fans want a different company to make the apparel for Wisconsin. Here's a sampling of some of the comments from fans, but there are a couple of wrinkles in the new deal that are intriguing.
NOOOOOO
— Ryan (@BrewPack8) November 25, 2025
Just when I was ready to proclaim us as so back we immediately set the program back 10 years. I speak for all Wisconsin fans when I say LITERALLY NOT A SINGLE PERSON wants this poverty clothing brand
— Howard Rest (@howard_rest) November 25, 2025
In case you guys were wondering, the financials of this deal are awful as well.
— Nick Watts (@NICKWATTS__) November 25, 2025
Wisconsin has essentially lost $28 million of brand value under AD Chris McIntosh. He is just not capable of doing the job. He has to go. https://t.co/G9HtgjE4xt pic.twitter.com/bVn3yO5CJb
Nobody wanted this. Corporate losers in sweater vests and bow ties are what’s wrong with this school. https://t.co/Sls4WfjpmV
— Gay-Z (cha boi) 🦍 (@howtrentisthat) November 25, 2025
Under Armour and Wisconsin have 10 more years together, regardless of fan input
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It would behoove Under Armour to take note of the displeasure of these fans and work to bring some energy back to the brand. Fans think that the gear often lacks creativity and quality, and want something they are proud to wear and buy. Wisconsin fans were hoping that the administration would move past Under Armour. It's over now, and instead, it's Under Armor that should work to fix their reputation in this deal.
This may be part of what they are thinking, as both Wisconsin and UA has known that fans dislike the previous deal, in the stated release it says, "As a part of the renewed partnership, Under Armour will continue to outfit Wisconsin's 23 Division I men's and women's athletic teams with cutting-edge footwear, apparel, and accessories while introducing new athlete-driven innovation programs and fan-focused activations."
The deal mentions that they will involve student-athletes in the creation of apparel and that there will be even more opportunities for fans to buy, but also engage.
There's also a wrinkle in this new deal that wasn't in the previous one, and that is for some exclusive apparel surrounding important moments. "Looking ahead, Under Armour will deliver exclusive designs for marquee moments, including custom jerseys for next year's Shamrock Series game between Wisconsin and Notre Dame at Lambeau Field."
Hopefully, they are also considering doing this beyond football. If the men's or women's hockey team is making a championship run, create a hockey sweater just for that. Or the women's volleyball team, or the men's basketball team, etc.
Fans hate the deal, and it's time for Under Armour to make it better, but for now, we wait to see exactly how it all shakes out.