Germany’s National Team Reflects on Historic Split from Adidas as Nike Steps In
Germany international Niclas Füllkrug has shared his thoughts on the upcoming end of the German national team’s longstanding partnership with Adidas. Speaking at a press conference on Tuesday in Herzogenaurach, the 33-year-old Werder Bremen striker expressed gratitude for the chance to wear Adidas’ final national team shirt. He highlighted the personal importance of the special black jersey and reminisced about the national team’s training camp memories during the 2024 European Championship.
The German Football Association’s announcement to conclude its relationship with Adidas, after more than seventy years, marks a significant shift in German football’s commercial landscape. The partnership will officially terminate on December 31, 2026, with American sportswear giant Nike taking over as the national team’s equipment supplier at the start of 2027.
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“I’m really happy to have a chance to wear this special black jersey,” Füllkrug noted, underlining the importance of the moment as the German national team’s historic relationship with Adidas comes to a close. “An era is coming to an end. It’s the last time with the three stripes. I’m really happy to have the opportunity to take this jersey home with me and hang it in my closet because it has a special significance.”
Germany’s historic relationship with Adidas comes to an end
The collaboration between Germany and Adidas began during the nation’s first World Cup victory in 1954, where West Germany achieved a stunning win against Hungary in the famed “Miracle of Bern.” Adidas founder Adolf “Adi” Dassler collaborated closely with the national squad, providing innovative lightweight football boots with interchangeable screw-in studs, beneficial in the final’s wet conditions.
This iconic victory helped establish Adidas as a globally recognized sports brand and initiated a partnership that became intertwined with German football’s identity. Over the decades, the nation celebrated additional World Cup wins in 1974, 1990, and 2014, as well as European Championship titles in 1972, 1980, and 1996, with Adidas standing by the national team throughout.
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The brand’s recognizable three stripes became synonymous with the German national teams over generations. Therefore, the DFB’s March 2024 announcement of Nike’s appointment as the new supplier stirred significant backlash. Politicians across Germany’s political spectrum voiced their discontent, with then-Economics Minister Robert Habeck remarking that both Adidas and the national colors are integral to the country’s identity.
Similarly, Bavarian Minister-President Markus Söder and various notable political figures expressed their disappointment at the severing of a long-standing German partnership in favor of an American alternative. Nevertheless, the DFB defended its decision, asserting that Nike presented the most compelling offer during a competitive bidding process, ensuring the federation’s financial stability.
The new partnership will span from January 2027 to December 2034, concluding an association that has lasted over 70 years.
Niclas Füllkrug recalls special memories from Germany’s Euro 2024 camp
The profound significance of the Adidas partnership is particularly notable in Herzogenaurach, the town where the brand was established and where its global headquarters remains. During the 2024 European Championship, the German national team utilized the company’s specially-designed Home Ground facilities, fostering a connection between players, their families, and the national team.
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Füllkrug, who represented Germany during the home tournament, described the cherished memories from that summer as especially meaningful.
“It was nice to come back here in the evening during the hosted European Championship [in 2024],” Füllkrug reflected on Herzogenaurach. “The families were here. The kids were happily running around the ‘home ground’. Even the night after we got eliminated by Spain in the quarterfinals, there was a nice ‘community feel’ in this environment and it was very nice to be here.”
