In a surprising twist in the longstanding partnership, the German Football Association (DFB) has announced that Nike will be the new equipment supplier for the national soccer team starting in 2027, a move that ends the more than seventy-year collaboration with adidas. A company spokesperson stated upon request from the German Press Agency that they were only informed of the change by the DFB today.

The new partnership between the DFB and Nike has been initially set until the year 2034. During this period, Nike will provide all German national teams with jerseys and other equipment. This decision to move away from adidas to Nike appears to have been influenced mainly by economic considerations.

Adidas, which has been the supplier for the German Football Association (DFB) for over 70 years and whose current partnership expires at the end of 2026, has accompanied the German national team through many of its most glorious moments. This includes all four of the men's World Cup titles and three European Championship titles, as well as the two World Cup titles and eight European trophies for the women. It is particularly symbolic that the national team will be residing in the Adidas Homeground in Herzogenaurach during this summer's European Championship. The recently unveiled pink away kit for the tournament, which takes place from mid-June to mid-July, has already sparked discussions and recorded strong sales at the start.

The announcement of this change had immediate effects on the financial market: adidas shares experienced a temporary decline of 0.71 percent to 197.98 euros in XETRA trading. This development highlights the importance of long-term partnerships and sponsorship deals in the sports equipment industry, not just as part of the brand identity, but also as an essential factor for economic success and stability.