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Volume 25 No. 66
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Georgia Tech-Adidas Deal Could Repair Long-Perceived Branding Issues, Impact Recruiting

Georgia Tech has "repaired its long-time perceived branding issues" with its new apparel deal with Adidas, although there "remains some disagreement how greatly this will impact recruiting," according to Jeff Schultz of the ATLANTA JOURNAL-CONSTITUTION. GT football coach Paul Johnson said, “It’s a factor. I don’t know if it’s a deciding factor. The kind of kids that that will be a deciding factor for probably aren’t getting into school here" (AJC.com, 8/22). In Atlanta, Ken Sugiura notes one priority for Johnson was the "actual amount of gear that his players receive," as the quantity provided by Russell Athletic was "found lacking." Adidas Dir of Global Sports Marketing Chris Rivers also noted that Atlanta is a "major basketball hotbed" and just "one of those places you’ve just got to be” (ATLANTA JOURNAL-CONSTITUTION, 8/23). Also in Atlanta, Mark Bradley wrote the deal "seems fitting and proper." GT is "not, as Tech folks will gladly attest, like most big-time athletic programs." It is "not the flagship school in its state, but darned if it doesn’t up and sink those flagships now and then." GT "isn’t the center, but sometimes it’s the bleeding edge," which is a "good thing." Adidas is "just different enough to catch the eye" and is "no come-lately." The brand has "made a 70-year-old a paragon of coolness," and it should "do right by a big-city corporate client in a Power 5 collegiate conference" (AJC.com, 8/22).