In a significant shift within the sports sponsorship landscape, the German national football team has ended its 77-year-long partnership with Adidas, opting instead for Nike as its new kit supplier starting in 2027. This change marks the end of a collaboration between Germany, a four-time World Cup winner, and Adidas, which notably included Adidas' revolutionary screw-in boots that played a part in Germany's first World Cup victory. The decision has been described as one of the biggest sports sponsorship moves ever, with Nike's win seen as a major victory in the ongoing battle for dominance in the international football business. The switch has sparked a wide range of reactions, from surprise and disappointment to outright outrage among politicians, including Vice Chancellor Robert Habeck, and the public alike, highlighting the deep cultural ties, national pride, and accusations of a lack of patriotism associated with the historic Adidas partnership.
The decision to replace Adidas with Nike as the supplier of Germany’s national football kit in 2027 was a purely commercial decision. Germans’ reaction was, by contrast, highly emotional https://t.co/YCdD8HN64y 👇
After 70 years, the German National team has disbanded Adidas in favor of Nike. That’s like the German Chancellor choosing to drive a Ford over Mercedes. https://t.co/8jrZrpI2tf
Together they have created some of the most iconic kits in football's history, but Germany & Adidas's famous partnership will soon end. A blow to the nation's identity, or is choosing Nike just the right decision financially? @honigstein explains the cultural debate dividing 🇩🇪
After 77 years Adidas will be replaced by Nike as sponsor of Germany's football squad, meaning the legendary three stripes will disappear from the outfits of the four-time World Cup winners. Politicians across he spectrum outraged, decry lack of patriotism https://t.co/URGMJRiaf3
After decades of working with Adidas, the German Football Association said the national team will soon be wearing Nikes. But Vice Chancellor Robert Habeck is not pleased with the move. https://t.co/Lp8Cusela8
Nike scored one of the most surprising victories in their long battle to dominate international football business when they outbid Adidas to become Germany's kit supplier. AFP Sport looks at the sponsorship wars ➡️ https://t.co/ffsvLSSCs7
Chelsea fans rage at new leaked kit after major Nike blunder https://t.co/SNhWp4xg54
🇺🇸 Nike inflicts huge home defeat on Adidas by stealing German soccer team kit deal https://t.co/y3UWoRtyBM
Germany’s national team switching from Adidas to Nike is one of the biggest sports sponsorship moves ever. Adidas’ revolutionary screw-in boots helped Germany win its first-ever World Cup and they have been partners for the last 70+ years. What a massive win for Nike. https://t.co/XL9VlTL5Vc
After 70 years: German national team takes off adidas, puts on Nike | DW... https://t.co/wmZxhHWH1w via @YouTube
Adidas was blind-sided by Germany's national football team choosing Nike as sponsor. https://t.co/EstEQ1btZT