Nike Scores Major Victory Over Adidas with German Soccer Team Kit Deal

Nike has dealt a significant blow to its competitor Adidas by securing a major contract with the German Football Association (DFB) to supply the national soccer teams’ kits from 2027 until 2034.

The decision marks the end of a historic partnership between Adidas and the DFB, which has lasted over seven decades and included four World Cup victories for the men’s team. In a statement, DFB President Bernd Neuendorf expressed gratitude for Adidas’ contributions but emphasized the association’s commitment to future success with Nike.

Nike’s success in securing the deal was attributed to its impressive financial offer and vision for developing women’s football, as well as amateur and grassroots sports in Germany. While the exact value of the contract was not disclosed, the DFB highlighted Nike’s compelling proposal as a deciding factor.

Reacting to the news, Adidas acknowledged being informed by the DFB about the change in suppliers from 2027 onwards. The sportswear giant’s longstanding partnership with German football holds deep cultural significance, symbolizing a part of Germany’s identity.

Despite Adidas’ disappointment, the company faces additional challenges, including a recent financial setback. Last year, Adidas reported a net loss of €58 million ($63 million) in its core business, attributed to various factors, including a decline in sales of Yeezy-branded products and a significant tax burden.

The timing of the DFB’s decision adds to Adidas’ woes, coming shortly after the company’s high-profile split with rapper Kanye West, also known as Ye, over controversial remarks. Adidas’ chief financial officer, Harm Ohlmeyer, acknowledged the challenging year during a recent press briefing.

While Adidas will continue to supply kits for several national teams, including Germany, Italy, and Spain for the Euro 2024 men’s championship, the loss of the DFB contract represents a significant setback for the German sportswear giant. Nike’s successful bid underscores the competitive landscape in the sportswear industry and highlights the importance of strategic partnerships in securing market dominance.