The original USA Today article says otherwise...
“A potential sticking point with UCLA is the school’s association with Under Armour, because of Kelly’s close relationship with Nike founder Phil Knight, who considers Under Armour a bitter rival.
Kelly is also believed to be intrigued by a potential opportunity at Arizona State, where Todd Graham’s status is tenuous. The Sun Devils have a relationship with Adidas, but that might not be as difficult an issue with Knight.”
Now whether or not you choose to believe the source is another issue, but it is being reported that the apparel brand of the schools is playing a factor for CK.
https://www.usatoday.com/story/spor...-florida-ucla-turns-down-tennessee/888551001/