The US sporting goods manufacturer Nike becomes the new supplier of the German national soccer teams. This was announced by the German Football Association (DFB). “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 is scheduled to begin in January 2027 and last until 2034. Nike is supposed to equip all national teams during this period.
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DFB played in Adidas jerseys for more than 70 years
Adidas has been a partner of the DFB for over 70 years, the current partnership expires at the end of 2026. Adidas was the 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.
“The award to the future supplier partner Nike is the result of a transparent and non-discriminatory tender,” said Holger Blask, chairman of the DFB management.
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,” said Neuendorf.
Robert Habeck criticizes a lack of “location patriotism”
The German sporting goods manufacturer reacted with surprise to the change. “We were informed by the DFB today that the association will have a new supplier from 2027,” said an Adidas spokesman. The news had an impact on the stock market: Adidas shares fell by two percent, while Nike shares rose by one percent.
The move to Nike was also unexpected for the U21 national team. “It was very surprising,” said U21 national coach Antonio Di Salvo. “I did not expect that.” He has a lot in common with Adidas. “It’s not my place to go into it too much,” Di Salvo continued. U21 captain Eric Martel from 1. FC Köln reacted similarly. As a player, he will wear whatever is put on the field, he said.
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Federal Economics Minister Robert Habeck (Greens) was critical. “I can hardly imagine the German jersey without the three stripes,” said Habeck. “For me, Adidas and black-red-gold always belonged together. A piece of German identity.” The economics minister also generally criticized the switch to a foreign supplier: “I would have liked a bit more local patriotism.”
DFB defends move to Nike with reference to financing
The DFB, in turn, defended its decision against the emerging criticism. “We understand every emotionality,” said the association on platform X with. “It is also a drastic result for us as an association when it is clear that a partnership that was and is characterized by many special moments is coming to an end after more than 70 years. That doesn’t leave us indifferent either.”
However, the DFB is “first and foremost committed to German football and its development.” The association justified the decision based on economic aspects. The DFB is “a sports association that finances its member associations and the base in the amateur sector and is not financed by them. It puts the money into football. So that football remains a popular sport.”
The US sporting goods manufacturer Nike becomes the new supplier of the German national soccer teams. This was announced by the German Football Association (DFB). “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 is scheduled to begin in January 2027 and last until 2034. Nike is supposed to equip all national teams during this period.
Adidas has been a partner of the DFB for over 70 years, the current partnership expires at the end of 2026. Adidas was the 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.
