On Friday, the German football authorities’ decision to reject Adidas as its kit supplier prompted disquiet in the government, with the Economy Minister condemning the transfer to US sportswear giant Nike as a lack of “patriotism.”.
“I can hardly imagine Germany’s shirt without the three stripes,” Economy Minister Robert Habeck told AFP.
“For me, Adidas and black-red-gold always belonged together,” Habeck added, describing the combo as a “piece of German identity.”.
With the local clothing company and the economy struggling, Habeck stated that he “would have hoped for more patriotism” from the German Football Association (DFB).
The DFB said on Thursday that it would end its decades-long collaboration with Adidas, with Nike taking over as a new supplier in 2027.
German national teams have worn Adidas clothing since the 1950s, and the alliance has become synonymous with on-field success.
According to DFB CEO Holger Blask, the arrangement with Nike was “by far the best financial offer” available.
Adidas and the German national football team have collaborated since the 1950s, when the squad won its first World Cup.
Health Minister Karl Lauterbach remarked on X, formerly Twitter, that switching from Adidas was the “wrong decision.”.
Lauterbach stated that the shift saw “commerce destroy a tradition and a piece of home.”.
According to DFP CEO Blask, Nike also pledged a “clear commitment to the promotion of amateur sport as well as the sustainable development of women’s football in Germany.”.
Blask described the timing of the announcement, which came just months before the start of the Euro 2024 championships in Germany, as “usual.”
The jersey change will be a severe blow to Adidas, which has recently experienced rising difficulties.
The German sportswear group said in a statement, “The DFB informed us today that the association will have a new supplier from 2027.”
Fans and Adidas employees alike are shocked by the revelation on social media.
Following the disclosure of the contract, “Adidas” quickly rose to the top of the trending topics on social media site X, highlighting the upsetting nature of the news for German football fans. At the time of writing, “Adidas” and “Nike” are the second and third most popular trends, respectively.
The DFB would “do everything for joint success” with long-time partner Adidas before the end of the year, DFB president Bernd Neuendorf said in a statement.
The German men’s squad, under coach Julian Nagelsmann, will prepare for the event at the training center near Adidas’ headquarters in Herzogenaurach, Bavaria.
The men will wear Adidas gear again at the 2026 World Cup, co-hosted by the United States, Mexico, and Canada, before switching to Nike.
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