The University of Wisconsin agreed to a 10-year deal with Under Armour on Friday worth a total of $96 million in cash and the retail value of products received.
The deal will begin on July 1, 2016, after Wisconsin's 15-year relationship with Adidas comes to an end.
Under Armour founder and CEO Kevin Plank said the deal with the Badgers is both sentimental and strategic.
"The first big account that I ever sold product to was Eastbay based in Wisconsin," Plank recalled. "It's also strategic in that when we look at our e-commerce business we see a tremendous amount of orders coming from Wisconsin zip codes."
While the name of the uniform game seems to be to make bold, flashy statements, Wisconsin is yet another school, much like Notre Dame, that will not participate in a complete makeover, Wisconsin athletic director Barry Alvarez reaffirmed at Friday's news conference announcing the deal.
Wisconsin is the fourth big school to leave Adidas over the past couple of years. Notre Dame jumped to Under Armour, while Nike took Michigan and Tennessee. Adidas notably picked up Arizona State and Miami as part of its strategy to align itself with what it sees as speed-based teams.
Wisconsin is the third team Under Armour will have in the Big Ten, joining Plank's alma mater Maryland and Northwestern.
"I wish I did this deal eight years ago," Plank said. "To have the privilege to have the team run out in our gear in front of 82,000 rooting for us is a whole different proposition than any other category."
Under Armour also has deals with Auburn, Boston College, South Carolina, Texas Tech and Utah.