UFL Suits Up: Adidas, New Era, And NOBULL Join The 2026 Spring Football Revolution

Historically, spring football leagues have sometimes had a bit of an identity crisis. We’ve all seen startup leagues where the uniforms looked like they were designed in a basement and the gear felt like leftovers from a high school equipment drive. But if you’ve been paying attention to the UFL lately, you know those days are firmly in the rearview mirror.

The UFL just dropped a massive announcement regarding their 2026 season partnerships, and it’s a clear signal that this league isn’t just trying to survive—it’s dressing to thrive. In a move that screams legitimacy, the league announced multi-year agreements with three heavy hitters: New Era, Adidas, and NOBULL. This isn’t just about slapping logos on jerseys; it’s about changing the perception of the product on the field.

The “Look Good, Play Good” Factor

Deion Sanders famously said, “If you look good, you feel good. If you feel good, you play good.” That mantra seems to be the guiding philosophy for UFL Co-owner Mike Repole and CEO Russ Brandon with these deals.

Repole noted that these brands are built on “sport, competition, and performance,” values that mirror the guys grinding it out on the gridiron. And he’s right. When a player walks into the locker room and sees top-tier gear waiting in their stall, it changes the energy. It validates their hard work. It tells them, “This is the pros.”

New Era Steps Out of the Dugout

We all know New Era. They are the kings of headwear. If you own a fitted cap, there’s a 99% chance it has that flag logo on the side. They supplied the UFL’s hats last season, but for 2026, they are taking a massive leap: New Era will manufacture the team jerseys.

This is a fascinating evolution for the brand. Bruce Popko, New Era’s VP of Global Licensing, called it a “natural progression.” For the fans, this is huge. It means the jerseys you see on the field are coming from a company that understands fabric, fit, and style better than almost anyone in the sports lifestyle game. Expect crisp lines, bold colors, and a look that pops on HD broadcasts.

Adidas Brings the Traction

While New Era handles the aesthetics, Adidas handles the mechanics. As the Official Game Footwear Partner, the Three Stripes will be providing the cleats and gloves for all 43 games this season.

John Miller, the President of Adidas North America, emphasized their commitment to growing football “at every level.” For the athletes, this is a safety and performance upgrade. Football is a game of inches, often decided by footwork in the trenches or a receiver’s grip on a wet ball. Having an industry giant like Adidas supplying the technical gear ensures that the talent on the field isn’t hindered by the equipment on their bodies.

NOBULL and the Grind Of the Season

Perhaps the most culturally relevant partnership here is with NOBULL. If you’ve stepped inside a gym in the last five years, you know this brand. They’ve built their reputation on the “no excuses” mentality of CrossFit and high-performance training.

As the Exclusive Training Footwear Partner, NOBULL will be outfitting players and coaches with the gear they wear when the cameras aren’t rolling. Their logo will also feature on the game jerseys. Susie Mulder, NOBULL’s COO, spoke about the alignment of “growing stronger,” which hits the nail on the head.

Why This Matters For the Fan

Why should you, the fan sitting on the couch or in the stands, care about corporate sponsorships? Because it proves stability.

Fly-by-night leagues don’t sign multi-year deals with global powerhouses like Adidas. These partnerships are a vote of confidence from the business world that the UFL is a viable, long-term property. It elevates the viewing experience, ensures the players are protected and performing at their peak, and frankly, it just makes the league look cool.