Germany's national team is entering a new era, and it's not just about the players or the man in the dugout. Along with appointing Jürgen Klopp as head coach and saying goodbye to long-serving stars like Manuel Neuer and Antonio Rüdiger, the DFB is also parting ways with Adidas, its kit manufacturer for more than seven decades, in favour of Nike starting in 2027.
The relationship between Germany and Adidas stretches back to the 1954 World Cup, making it one of the longest-running partnerships between a national federation and a sportswear brand anywhere in the world. Adidas itself has German roots, founded in 1924 in Herzogenaurach as Gebrüder Dassler Schuhfabrik before being rebranded in 1949. The switch to Nike was first announced in 2024.
Money Talks
According to reports in the German media, Nike agreed to pay around €100 million (roughly $114 million) to manufacture the national team's kit, effectively doubling the €50 million (about $57 million) Adidas had previously paid. The DFB has never confirmed those exact figures, saying financial details from the tender process remain confidential.
What the federation did confirm is that Nike's bid stood out. "Nike made by far the best financial offer in the transparent and non-discriminatory tender process," the DFB said on X, adding that "the future partnership with Nike ensures that we can continue to carry out our central tasks for football in the coming decade."
The decision hasn't gone down well with everyone in Germany. Economy Minister Robert Habeck criticised the move, lamenting a lack of "local patriotism" and saying he could "hardly imagine the German jersey without the three stripes."
One Last Kit
Before the switch takes effect, Adidas is sending off the partnership in style. Earlier this week, the brand unveiled Germany's final kit under the deal, bringing in legends such as Neuer, Philipp Lahm and Jürgen Klinsmann alongside current internationals Florian Wirtz and Nick Woltemade to help present it.
The black kit will make its debut when Klopp's side face the Netherlands in Amsterdam, before going on sale to fans on November 3. After 72 years, one of international football's most recognisable brand partnerships is coming to a close.
