In a story shared by Tuscaloosa News, the sneaker and apparel brand will not only supply apparel but also offer benefits including campus branding, performance incentives, promotional products, and rebates to the school. Stillman is looking for the partnership to increase the profile of its athletic department as well as expand the recruiting reach for its programs.

“I believe being involved with New Balance can give us a bigger reach and close the gap to providing more resources and materials to our student-athletes,” said Stillman athletics director Terrance Whittle in the article. “It will allow us to expand our blueprint for what we represent, what our college represents, and what our coaches can do recruiting-wise.”

“All of us at New Balance are excited and ready to work,” added Lamont Morgan, New Balance’s basketball team sales manager. “It’s a different market for New Balance being a Northeastern company and coming down South to work with Stillman, an HBCU, it’s going to be great.”

Stillman is in the National Association of Intercollegiate Athletics (NAIA) and fields teams in men’s and women’s basketball, baseball, softball, and men’s and women’s track and field and cross country.