Nike Wins Germany Kit Deal From 2027, Ending Adidas’s 70-Year Hold
Updated
Updated · The New York Times · Jul 11
Nike Wins Germany Kit Deal From 2027, Ending Adidas’s 70-Year Hold
3 articles · Updated · The New York Times · Jul 11
Summary
From 2027, Germany’s national football team will wear Nike kits instead of Adidas, ending a partnership that had lasted more than 70 years.
The switch lands in the middle of a World Cup marketing fight in the U.S., where Nike and Adidas are pouring millions into events, ads and merchandise to capture a fast-growing American soccer audience.
Nike has extra pressure to deliver after a sales slump since 2024 and a cautious June outlook, with Chief Executive Elliott Hill making soccer central to the company’s turnaround plan.
Adidas still entered the tournament with momentum—reporting sales growth in April and backing 14 World Cup teams to Nike’s 12—but losing Germany, its home team, jolted the brand and angered some German politicians.
More than 62 million people already followed soccer in the U.S. before the tournament, underscoring why both companies see this World Cup as a rare chance to shape long-term demand.
Nike snatched Germany's 70-year Adidas deal. Can its designs win over a nation's deep-rooted football heritage?
With Adidas dominating lifestyle trends, can Nike's on-pitch focus alone conquer the booming, culture-driven American soccer market?
Adidas Out, Nike In: The Financial and Cultural Impact of Germany’s €100 Million Kit Supplier Switch
Overview
In March 2024, the German Football Association (DFB) announced that Nike would become the official kit supplier for all German national football teams starting in 2027, ending its long-standing partnership with Adidas. This major change was driven by Nike’s financial offer, which was described as too good to refuse, especially as the DFB faced financial losses in 2022, partly due to the men’s team’s disappointing World Cup performance. The DFB relies on strong funding to support its grassroots soccer programs, and the new partnership with Nike is expected to provide the substantial financial resources needed for the future of German football.