Texas Tech University Athletics
Tech Athletics Begins Launch of New Identity Suite
March 19, 2026 | Trademark Licensing
Texas Tech will introduce its new athletics marks through licensed products and updated branding over coming months
LUBBOCK, Texas – Texas Tech Athletics began the next phase of its brand transition in recent weeks, introducing its updated athletics identity suite across the department's digital platforms, marketing and communications materials, in-venue branding and select athletics facilities.
Texas Tech Athletics first unveiled its updated athletics identity suite in October 2025 following a comprehensive multi-year brand audit and design process in partnership with adidas, LDWW and Torch Creative.
Fans will begin to see the updated identity more prominently across Texas Tech Athletics this spring, while the transition to on-field, on-court uniform use will follow the previously announced timeline. Texas Tech teams will not compete in uniforms featuring the updated athletics identity until the fall 2026 seasons, aligning with the full athletics uniform transition beginning with the 2026–27 academic year.
RETAIL AND LICENSED PRODUCT ROLLOUT BEGINS THIS SPRING
From a licensing and retail perspective, fans can expect the first wave of new products to arrive this spring. Merchandise featuring the updated athletics and spirit marks will begin appearing through Texas Tech retailers and licensed partners on a rolling basis throughout the season. As the rollout continues, fans will see the new brand identity take shape across a growing range of officially licensed products.
PROTECTING THE DOUBLE T, PAST AND PRESENT
As Texas Tech Athletics enters this next chapter, the department remains committed to strong brand stewardship, ensuring the marks that represent Texas Tech Athletics are used consistently and in ways that honor the tradition and pride of Red Raider Nation.
This commitment means Texas Tech Athletics will be more active in guiding and managing the use of both new and legacy athletics marks. In today's college athletics landscape, where revenue-share agreements and Name, Image, and Likeness (NIL) opportunities benefit student-athletes, protecting the Texas Tech brand has never been more important. Revenue generated through brand partnerships and officially-licensed products support scholarships, fund championship-level programs, enhance the student-athlete experience and now contribute to revenue-sharing initiatives that provide direct financial benefits to student-athletes across all 17 sports.
Officially-licensed merchandise plays a critical role in supporting these efforts. When fans purchase licensed Texas Tech products, they help ensure revenue flows back to the university, while also receiving quality products that accurately represent the Texas Tech brand. Unlicensed and infringing products undermine these efforts, diverting revenue away from athletics and university programs, creating confusion for fans seeking authentic Texas Tech gear and often failing to meet quality standards.
Corporate partnerships, facilitated through Texas Tech Athletics Partners LLC (powered by Learfield), are equally vital to the athletics department's revenue goals. These partnerships provide essential resources for each athletic program and contribute directly to the revenue-sharing model that supports Texas Tech's student-athletes. Businesses interested in becoming an official partner and aligning with the Texas Tech brand are encouraged to explore opportunities through Texas Tech Athletics Partners, LLC.
To protect these vital revenue streams, Texas Tech Athletics will address unauthorized use of marks — whether on unlicensed products, unapproved business applications or unapproved co-branding. These rights are reserved exclusively for officially-licensed vendors and Texas Tech Athletics corporate partners. Additionally, brand approvals are required for any use that implies affiliation, sponsorship or suggests an official relationship with Texas Tech Athletics.
As Texas Tech Athletics continues to navigate this new era of college athletics, Red Raider Nation has an unprecedented opportunity to directly impact the success of its teams and student-athletes. In the age of revenue sharing and NIL, every officially-licensed product, every corporate partnership and every authentic brand collaboration contributes to providing Texas Tech's student-athletes with the resources and support they need to compete at the highest level.
