High School Signs with Adidas

September 11, 2017

South Burlington (Vt.) High School recently made a deal with Adidas, gaining $25,000 worth of uniforms and equipment in exchange for displaying the Adidas logo on the uniforms. The deal is thought to be the first of its kind for Vermont high schools.

According to the Burlington Free Press, the deal provides uniforms that South Burlington needed to replace after discarding its Rebels mascot. Patrick Burke, principal of South Burlington, said the school had $50,000 budgeted for that this year.

"Fall sports, we're all set. Football was actually up for new stuff anyway," Burke said. "I know we need basketball, boys and girls, so that's a place where we could potentially outfit boys and girls basketball with that. It's all kind of fungible. I have only so much money, and we need all our teams to have stuff."

The NFHS only allows a small company logo on school-provided uniforms, as part of its rules about advertising.

"They're trying to avoid commercialism of high school sports," Bob Johnson, executive director of the Vermont Principals Association, said. "They don't want it to get to a point where kids are walking billboards."

Burke said that while some communities struggle with the decision of what deals are appropriate, he believes the Adidas deal was beneficial for South Burlington.

"South Burlington has had a lot of support for activities and athletics from our local community," he said. "Hopefully other companies can come through for other communities and help out kids. That would be nice to imagine. It's always a struggle for every school to make sure you're supporting activities and athletics in a manner they deserve."

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