New year, new challenges, right? And for Nike, this one’s a biggie! Remember back in 2018 when Nike and United World Wrestling (UWW) made that powerhouse move? They signed a four-year deal that had Nike everywhere, be it at UWW events, in all the marketing, and even getting exclusive rights to create and sell UWW-branded gear. They were riding high, with Athlete Performance Solutions (APS) helping spread their reach across wrestling, boxing, weightlifting, and more—it seemed like Nike was untouchable in the wrestling world, but for how long?

Fast forward to 2024, and the scene has changed. Heading into 2025, USA Wrestling has flipped the script, and Nike? Well, they’ve just taken a pretty serious loss. What once felt like a match made in wrestling heaven is now in turmoil. The grip Nike had on the sport is slipping, and the future is anything but clear. So what happened? Well, it seems USA Wrestling chose a Marysville-based wrestling apparel company over Nike—the titan of sportswear got outshined by a smaller, hometown brand, and guess what? The wrestling community is shocked!

The golden age of wrestling

On January 1, 2024, USA Wrestling made a huge announcement. Starting January 1, 2025, they’ll be partnering with RUDIS for a multi-year deal that’s set to take wrestling to new heights. This partnership is all about the next Olympic quadrennium, culminating in the biggest celebration of wrestling at the 2028 Olympic Games in Los Angeles. RUDIS is now the exclusive official licensee and supplier for USA Wrestling, covering footwear, apparel, accessories, and custom team gear; they’ll be providing all the official USA Wrestling uniforms and more.

USA Wrestling’s Executive Director, Rich Bender, said it best, calling this a “golden age” for wrestling, with RUDIS and USA Wrestling aligned to push the sport to incredible new heights. At the same time, it’s a major shakeup for Nike. Nike and its global distributor, APS, are officially out of the picture, leaving RUDIS to take over through at least 2028. Nike’s brand value is still massive, estimated at $71.6 billion as of December 2024, making it the world’s most valuable clothing.

But things aren’t looking so hot in the wrestling world, as a brand worth around $500 million defeated Nike. The once-strong grip Nike had is slipping, and RUDIS is stepping in at just the right moment. Fans are divided, though, some are excited to see RUDIS take charge, while others are wondering what this means for the future of wrestling without Nike.

Fans are questioning Nike’s role

One fan shared a thought that’s been on a lot of minds lately: “I do also think that wrestlers should not be obligated to have to wear one brand at Worlds/Olympics. I get the rationale (such as uniformity), but it’s a bit of a sting for an apparel/shoe company to sponsor an athlete when on the biggest stage.” It seems like this fan’s concern is rooted in what happened at the Paris Olympics, where the whole uniform situation really ruffled some feathers. At that time, the controversy started when Nike revealed the new singlets for Team USA’s 2024 Paris Olympics.

The designs, which were unveiled in April 2024, didn’t sit well with everyone; one user didn’t hold back, writing, “Nike has gone so far downhill it’s not even funny.” Another commenter shared, “Rudis is so much more active in the sport than Nike/APS has been, so I think it’s great.” It makes sense, too—RUDIS has stepped up since it launched in 2013, making a name for itself with top-notch performance gear for wrestlers. They’ve since become a major player in the wrestling world, pulling in an estimated annual revenue of $57.7 million.

But not everyone’s convinced; as another fan pointed out, “There would be no incentive for sponsorship deals with organizing bodies, so the organization would lose out on funding. Without the organizing body (and we can argue its merits), it would be much tougher for athletes to get to the Olympics, Worlds, etc. Necessary evil.” Highlighting how important it is for RUDIS to secure partnerships with organizing bodies, especially given how specialized wrestling gear is, another comment read, “It probably is more important for Rudis to have the deal with the organizing body then for this reason because of how niche it is. Will be interesting to see if Nike stays in wrestling then, which we be unfortunate for competition in the space.”

It’s a smart move on RUDIS’s part, but it raises the question: will Nike continue to be a major player in wrestling, or will they bow out? One user pointed out, “This explains the heavily discounted (in some cases 70-75% off) Nike gear at Stockyard Stampede,” hinting that Nike’s recent struggles might be showing in the prices of their products. It looks like the brand is feeling the effects of a shift in the wrestling world; Nike may still reign as the most valuable clothing brand in the world, with a brand value estimated at $71.6 billion, but it’s down slightly from the previous year.

The company’s overall revenue growth for 2024 was less than 1% compared to the previous year. However, with RUDIS now making waves in the wrestling community, Nike may have to rethink its strategy if it wants to stay relevant in the sport.