VT's deal is peanuts...the worst for a P5 school, and shoe companies could easily pay that little. But the massive deals with schools like UCLA, who are well known, but have a pretty weak fan base just aren't going to have any positive returns for the apparel company.

Nike decided to "take sides," which may have given them short term gains, but they also alienated half of their customers...or should I say former customers. Many of those people who spend a lot of money on Nike shoes, shirts, and everything else Nike produced stopped buying anything with the Nike logo.

IIWII