“Fire Franklin,” chants that echoed across Happy Valley finally materialized into action, as James Franklin was officially dismissed on Sunday. Back-to-back defeats against underwhelming programs like UCLA and Northwestern broke the spirit that once fueled the Nittany Lions’ 2025 campaign. But according to a new report, the timing of the move may have been influenced by far more than football results.

WVSN’s Mike J. Asti revealed on X, citing a source within the program who claimed Penn State’s recently signed $300 million deal with Adidas allegedly played a direct role in Franklin’s exit. “I have been told,” Asti wrote (per his source at Penn State)“…that Adidas drove the James Franklin firing and are why it happened today.” 

In September, Penn State recently switched its endorsement to Adidas, ending a three-decade relationship with Nike. The $300 million deal in cash, merchandise, and NIL funding would be effective from July 1, 2026. But as per Asti’s intel, Adidas (allegedly) had a hand in his buyout. “They committed to pay most or all of the money,” Franklin’s contract was bought out for $49.7 million (approx). He also added. “They also wanted a new coach before recent losses, but they made it hard for anyone at PSU to argue.” These reports, however, have not been independently confirmed.

The development came amid turmoil at the administrative level. In the wake of Asti’s report, the Penn State Board of Trustees released a statement defending the Adidas partnership after growing internal backlash. Board chair David Kleppinger and vice chair Rick Sokolov called out “misinformation and rumors” surrounding the deal, stating that claims of personal benefits for athletics executives were patently false.

However, Front Office Sports reported that some trustees were frustrated with officials for not disclosing specific details of the contract, including a $500,000 annual product allotment for athletic director Pat Kraft. If Asti’s report holds weight, Adidas’ involvement in Franklin’s buyout suggests that the apparel giant wanted a clean slate both for the brand’s image and its upcoming rollout with Penn State. The move also fits within the broader optics of a program trying to restore momentum after three straight losses, including a shocking one-point defeat to Northwestern.

James Franklin’s narrative arc drowns

James Franklin spent more than a decade at Penn State. Over his 11 seasons, he piled a robust 104-24 resume with the Nittany Lions, leading the program to a Big Ten Championship, seven New Year’s Six bowl games, and a college football playoff appearance. The 2024 season was decent. 11+ wins. The only woe? He buckled again elite programs. Losses to Oregon and Ohio State stung. This season, he was determined to change the narrative that Penn State can win over top-ranked programs. “We’re in total control to change the narrative,” he had said during the media days.

Desmond Howard had said that Penn State has just a two-game schedule this season: against Ohio State and Oregon. But following three back-to-back losses, that too, against the Bruins and the Wildcats, Franklin’s credibility was at stake. Paul Finebaum didn’t mince his words. “What I am suggesting is that James Franklin meet with the administration at Penn State and start planning an exit, because to me it feels like he has no credibility remaining,” he said on the Matt Barnie Show.

Franklin’s departure marks the close of an era and the beginning of a long, uncertain rebuild in Happy Valley.