Adidas exit from the DFB: Nike celebrates DFB deal – “Nobody can beat us”

Football Adidas exit after 70 years

Nike celebrates DFB deal – “Nobody can beat us”

Status: 22.03.2024 | Reading time: 2 minutes

After more than 70 years – Nike beats Adidas for the national football team

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 Nike from 2027. The DFB justified the surprising decision, among other things, by saying that Nike had made by far the best economic offer.

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The German Football Association surprisingly changes its supplier and concludes an extremely lucrative contract. The new partner Nike celebrates its success against rival Adidas. The CEO begins a hymn of praise for his own company.

Nike celebrates the equipment contract with the German Football Association (DFB) as a sign of the strength of the US group and Adidas rival. It is “great proof that when we do our best, no one can beat us,” said CEO John Donahoe in a conference call with analysts after presenting current quarterly figures on Friday night. There was no information on financial details of the deal, with which Nike will replace Adidas as supplier to the German national soccer team from 2027 after more than 70 years.

On the one hand, Donahoe referred to the sports equipment manufacturer’s attractiveness in terms of design and performance, which can also be expanded into the lifestyle business. He specifically referred to women’s football and a connection to youth culture. At the same time, Nike also demonstrated the ability to turn the German team into a “global brand” and the footballers into “global heroes”.

Adidas will be over in 2027. From then on, the German national team will wear Nike jerseys

Source: dpa/Boris Roessler

The men’s national team had performed poorly in the past three tournaments. Nike nevertheless praised the DFB as “a legendary global force in football.”

“Nike made by far the best economic offer”

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. The chairman of the management of DFB GmbH & Co. KG, Holger Blask, said: “Nike has made by far the best economic offer and has also convinced with its content vision, which also includes a clear commitment to the promotion of amateur and popular sports as well as the sustainable development of women’s football in Germany.”

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Company boss Donahoe said they were honored and summed up: “Nike has shown itself from its best side.” According to a report by “Handelsblatt”, citing industry circles, Nike’s involvement with the DFB will cost more than 100 million euros per year from 2027 let.