The German Football Association (DFB) announced on Thursday that Germany’s national football teams will be wearing jerseys produced by the US sportswear company Nike starting from 2027. This decision marks the end of a long-standing kit partnership with the German brand Adidas.
According to DFB CEO Holger Blask, the deal with Nike, which will be in place until 2034, was chosen as it presented the most financially rewarding offer among the options considered.
Nike’s commitment to supporting amateur sports and the sustainable growth of women’s football in Germany played a significant role in sealing the partnership, as stated by Blask.
The timing of the announcement, shortly before the 2024 Euro championships in Germany, was described by Blask as being in line with the usual timeframe for such decisions.
DFB president Bernd Neuendorf emphasized the association’s dedication to ensuring a successful transition with Adidas, their longstanding partner, before the end of the year.
Over the years, Germany’s football teams have celebrated numerous victories while clad in Adidas kits, with the brand almost synonymous with the national team.
The collaboration between the team and Adidas began in 1954, coinciding with West Germany’s historic World Cup win against Hungary that year.
Since then, the German men’s team has claimed three more World Cup titles, while the women’s team has secured two championships.
For Adidas, the termination of the kit deal with the German FA represents a significant setback. This development comes on the heels of the brand reporting its first loss in 30 years, following a high-profile split with artist Kanye West.
According to the German newspaper Bild, Adidas had been paying around 50 million euros ($54 million) annually to outfit the German national football teams.
AFP