The German team changes Adidas for Nike

This concludes 77 years of sponsorship by Adidas and Germany

The German team changes Adidas for Nike, in one of the historic movements in marketing and advertising.

The binomial Germany and Adidas was inseparable, at least until today when the German Football Federation has announced that they are ending their agreement with Adidas to wear Nike. A movement that puts an end to 77 years of relationship and an association that had resonated with the consumer.

The reasons? Economical. And the 50 million annually that Adidas paid to dress the German team did not satisfy the federation, mired in a financial and institutional crisis.

“The federation will partner with Nike on equipment from 2027 to 2034. Nike will equip all DFB national teams and promote German football as a whole.” It is the historic statement from the German federation announcing that the German team is changing Adidas for Nike.

Thus ends 77 years of relationship that began in the middle of the post-war period, when Germany was excluded from the World Cup in Brazil in 1950. The history of Adidas cannot be understood without dressing the German team and the historic final of the 1954 World Cup in Switzerland in Berne.

It is said that the founder of Adidas, Adolf Dassler, served as a kit man on the rainy night of the final. He changed the studs of the national team and invented the boot with interchangeable studs, which allowed the Germans to gain stability against Puskas’ powerful Hungary. While the Hungarians were sliding down the field, Germany lifted their first World Cup thanks to Fritz Walter.

The brand has confessed that it was surprised by the decision of the German federation: “Our contract with the DFB ends at the end of 2026. Today the DFB informed us that the federation will have a new supplier from 2027” reported Oliver Brüggen, spokesperson. from Adidas.

The news comes at what is possibly the worst moment for the German brand in its entire history. It recently reported that it had suffered annual losses for the first time in 30 years, at the same time that it reported that fewer of its products will be sold in the United States. The brand has severed its relationship with Kanye West and discontinued the Yeezy sneaker line.

The reasons for the change from Adidas to Nike

The German team changes Adidas for Nike at a crucial moment in the sports scene. And this summer the Euro Cup is being held in the German country, the last event that the “Mannschaft” will wear Adidas. According to the DFB: “We look forward to working with Nike and appreciate the trust placed in us. The future partnership will allow the DFB to continue carrying out key tasks in the next decade with a view to the comprehensive development of football in Germany. But until December 2026, we will “everything possible to achieve shared success with Adidas, to whom German football owes a lot for more than seven decades.”

The German federation has highlighted Nike’s innovative vision and its commitment to sustainability. This change represents a huge challenge for Nike, as it will be very difficult for it to replace the familiarity and symbolism that Adidas and Germany represent.

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