Germany Ends 70-Year Partnership with Adidas Amidst Fan Outcry
Germany’s national football team, famously known as Die Mannschaft, has announced the end of their 70-year partnership with sportswear giant Adidas. In a surprising move, Nike will take over as Germany’s kit supplier starting from 2027, in a deal that will run until 2034. The decision has sparked a wave of mixed reactions among fans, with some expressing disappointment and others labeling it as “shocking” and “embarrassing.”
The announcement was made by the German Football Association (DFB), with its president, Bernd Neuendorf, expressing excitement about the future partnership with Nike. In an official statement, Neuendorf said, “We’re looking forward to working together with Nike and we’re pleased with the trust placed in us. The future partnership allows the DFB to fulfill central functions with a view to a comprehensive development of football in Germany in the coming decade.”
However, Neuendorf also acknowledged the significance of the long-standing partnership with Adidas, stating, “It’s also clear that we will fully commit to achieving joint success with our long-standing and current partner Adidas, who German football owes a great deal to for more than seven decades of cooperation, until December 2026.” This recognition highlights the impact Adidas has had on German football over the years and emphasizes the importance of their contribution.
Adidas has already unveiled Germany’s kits for Euro 2024, where the host nation will face Scotland, Hungary, and Switzerland in Group A. The home shirt retains the traditional white color, with black, red, and yellow accents on the sleeves, paying homage to the German flag. On the other hand, the away jersey breaks from tradition and features a vibrant blend of pink and purple. These kits will be the last produced by Adidas for the national team before the Nike deal takes effect.
Looking ahead, Adidas will continue to supply Germany’s kit for the 2026 World Cup if they qualify, as well as next year’s Women’s Euros. The Nike partnership marks a significant shift in the German national team’s branding strategy and opens up new possibilities for both Nike and German football.
While the exact reasons behind the switch from Adidas to Nike remain undisclosed, the change in sponsorship could potentially bring new opportunities for the national team. Nike is known for its innovative designs and global reach, and this partnership could provide Germany with a fresh perspective and an opportunity to appeal to a broader fan base.
As with any major change, there will always be divided opinions among fans. Some argue that the long-standing partnership with Adidas should have been maintained as a symbol of tradition and loyalty. Others see the switch as an opportunity for the national team to embrace change and explore new avenues.
Regardless of the differing viewpoints, it is undeniable that the German national team’s partnership with Adidas has left an indelible mark on football history. From iconic moments on the pitch to memorable World Cup victories, Adidas has played a significant role in shaping the image and success of German football.
As Die Mannschaft prepares for the future, clad in Nike kits, fans can only speculate on what this change will bring. Will it breathe new life into the team’s performance? Will it herald a new era of success? Only time will tell. One thing is for certain: the end of a 70-year partnership is a significant moment that will be remembered by fans and players alike.