• Ad Age, Wednesday, October 13, 2010 8:25 AM

Nike is replacing Adidas AG's Reebok as the official uniform supplier for the National Football League starting in 2012, Rich Thomaselli reports, under a five-year deal that will cost about $35 million annually. Reebok, which has a 10-year deal for $250 million that expires in April 2012, was in the running but Thomaselli points out that Adidas has been repositioning it as more of a fitness apparel and shoe company since its takeover in 2006.

Under Armour, which is associated with the sport due to commercials starring Baltimore Ravens star Ray Lewis wearing its gear, was also in the running for the contract and will continue as the official sponsor of the NFL Scouting Combine.

The league also announced new deals and renewals with five other apparel sponsors: New Era will be the official on-field headwear supplier; GIII and VF will continue as key apparel partners; Outerstuff will continue as the NFL's youth apparel provider and '47 Brand will produce headwear for fans.

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