James Franklin, Penn State’s head coach from 2014 through 2025, was dismissed in mid-October after his team started 3–3. The beginning of the season wasn’t as rough. Franklin’s team secured three wins to start the campaign.
However, the last three weeks have been devastating for the Nittany Lions. They have lost against Oregon, UCLA, and Northwestern. The move shocked many as Franklin had a stellar overall record, made playoff runs, and was deeply embedded in the Nittany Lions’ identity.
Now the spotlight is on whether more than just wins and losses led to his exit. Shortly after news of his firing broke, a conspiracy theory gained traction. It was alleged that Adidas, which is set to become Penn State’s apparel partner starting in 2026, helped force the decision.
The theory claims Adidas pushed for a new coach, promising to pay most or all of Franklin’s sizable buyout. The allegation suggests that Adidas wanted more control or alignment with the football program under a coach they preferred.
“Source at Penn State: I have been told that Adidas drove the James Franklin firing and are why it happened today. They committed to pay most or all of the money. They also wanted a new coach before recent losses, but they made it hard for anyone at PSU to argue,” Mike J. Asti of WV Sports Now REPORTED.
Source at Penn State: I have been told that Adidas drove the James Franklin firing and are why it happened today. They committed to pay most or all of the money. They also wanted a new coach before recent losses, but they made it hard for anyone at PSU to argue.
— Mike J. Asti (@MikeAsti11) October 12, 2025
Penn State and Adidas have both pushed back hard. Penn State issued formal denials, calling the claim “patently false,” and stated that the decision was made solely by the school’s administration.
“The report is patently false. This decision was made solely by Penn State. Adidas is not helping to pay the buyout for Coach Franklin,” PSU SAID in a statement.
In response to the viral tweet Sunday that claimed Adidas drove the Franklin firing and paid for it, Adidas directed me to PSU; PSU said “The report is patently false. This decision was made solely by Penn State. Adidas is not helping to pay the buyout for Coach Franklin.” @FOS
— Daniel Roberts (@readDanwrite) October 13, 2025
Adidas, for its part, declined to comment publicly beyond deferring to Penn State’s statements.
James Franklin’s Legacy at Penn State
Franklin arrived in State College in 2014, taking over a program still recovering from scandal and instability. Over his tenure, he won bowl games, captured a Big Ten championship, and propelled Penn State to the College Football Playoff semifinal in 2024.
Yet despite those highs, Franklin developed a reputation for underperforming in marquee matchups. His record against top-10 opponents and powerhouse conference rivals was underwhelming.
By 2025, expectations were sky high. The team began the season ranked #2 and was viewed as a national contender. But a string of unexpected losses, to Oregon, UCLA, and Northwestern, derailed momentum.
The Adidas theory remains unproven. But the timing of apparel deal negotiations, combined with the optics of a massive buyout, will keep questions swirling for some time.
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