Nike and Outkast Build Georgia a Uniform for the Game Atlanta Waited 93 Years For

Nike is marking a genuinely rare occasion with a genuinely rare collab: the first Georgia-Florida football game ever played in Atlanta, after 93 years in Jacksonville, gets its own limited apparel line built with the University of Georgia and Atlanta hip-hop duo Outkast, produced through creative studio Class Trip. The rollout is staggered for maximum hype: SNKRS, Class Trip, and select Atlanta Nike retail partners get it October 27, the wider release lands on Nike.com and in stores October 28, and a pop-up opens at Mercedes-Benz Stadium on game day, October 31.

The design leans hard into 1996, the year Outkast released ATLiens and the year Georgia's current head coach Kirby Smart played safety for the Bulldogs. The number shows up on every jersey alongside the Outkast name across the shoulders, while the Georgia G gets merged with Outkast's crown logo under a script reading "University of Georgia, Outkast 1996." The varsity jacket, red wool with black leather sleeves, chenille patches, and chain-stitch embroidery, anchors a lineup that also includes rugby shirts, a satin bomber, a heavyweight fleece hoodie, Max90 graphic tees, and headwear, plus on-field gear for Georgia's own athletes and staff, down to eye-shield decals and three glove styles carrying the crown and "So Fresh, So Clean" treatments.

The campaign was shot in Athens over the summer with six Nike NIL athletes, including Ellis Robinson IV and KJ Bolden, recreating familiar frames from Outkast's own photo history. Class Trip founder Brian Francis said the whole thing started over lunch with André, and creative director Jon Tietz said the goal was a collection as timeless as the music itself, which is a high bar for a varsity jacket but not an unreasonable one when the group you're referencing basically invented a sound nobody else in football merchandising gets to borrow.

Source: Nike

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →