Adidas has been producing the jerseys of the German national soccer team for decades. But in 2027 this era will come to an end.
A turning point for the national team: The German Football Association is letting the contract with long-term partner Adidas expire and will be equipped by rival Nike from 2027. The DFB announced this drastic and completely unexpected decision on Thursday. “The future partnership will enable the DFB to continue to carry out key tasks in the coming decade with a view to the comprehensive development of football in Germany,” said President Bernd Neuendorf.
The partnership with the US sports manufacturer is scheduled to begin in January 2027 and last until 2034. Nike is supposed to equip all national teams during this period. “We look forward to working with Nike and the trust they have placed in us,” added Neuendorf.
Offer from Nike back in 2007
The DFB and Adidas were partners for many decades. A number of success stories are associated with the sports outfitter from Herzogenaurach in Franconia. The episode is legendary when Adi Dassler equipped the German team with screw-on studs on their shoes for the first time at the 1954 World Cup and winning goal scorer Helmut Rahn caused the “Miracle of Bern” in the Swiss rain – by the way, the jerseys at the time were not made by Adidas.
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This era will now end at the end of 2026. The decision against Adidas and in favor of Nike was obviously also driven by economic considerations. “We are grateful to be able to look forward to an economically stable future again as an association thanks to Nike’s commitment,” said DFB treasurer Stephan Grunwald. Shortly after the 2006 World Cup, there was already a multi-million offer from the US company. At that time, the DFB decided on permanent partner Adidas – and against a change.
“Best economical offer”
This time things turned out differently. Holger Blask, chairman of the board of directors of DFB GmbH & Co. KG, said: “Nike has made by far the best economic offer and has also convinced with its content vision, which also shows a clear commitment to the promotion of amateur and popular sports as well as sustainable development of women’s football in Germany.”
The national team had performed poorly in the last three tournaments. They were eliminated in the preliminary round at the 2018 and 2022 World Cups and in the round of 16 at the 2021 European Championships. The advertising value of 2014, when Germany became world champions for the fourth time in Rio de Janeiro, was no longer there.
“The award to the future supplier partner Nike is the result of a transparent and non-discriminatory tender,” said Blask. Adidas was represented as a supplier for all four World Cup titles and all three European Championship titles for men as well as for the two World Cup titles and the eight European Championship trophies for women.
Still in Adidas jerseys until 2026
The DFB teams will still be wearing Adidas jerseys for the 2024 home European Championships, the 2025 Women’s European Championships in Switzerland and the 2026 Men’s World Cup in the USA, Mexico and Canada. “Until December 2026, we will do everything we can to achieve shared success with our long-standing and current partner adidas, to whom German football has owed a lot for more than seven decades,” Neuendorf made clear.
At the European Championships this summer, the DFB team will even be staying at the Adidas home ground in Herzogenaurach. The pink away jersey for the tournament from June 14th to July 14th recently caused discussions and got off to a strong start in sales.
Note: This article has been updated with additional details.
Source: Stern
