Federal Minister of Economics Robert Habeck has criticized the future change of supplier at the German Football Association from long-standing partner Nike to Adidas. “I can hardly imagine the German jersey without the three stripes. For me, Adidas and black-red-gold always belonged together. A piece of German identity. I would have liked a bit more local patriotism,” said Habeck.
Federal Health Minister Karl Lauterbach (SPD) also speaks out: “Adidas should no longer be the national jersey in football? Instead, a US company? I think it’s a wrong decision, where commerce is destroying a tradition and a piece of home…”, writes Lauterbach on X .
The change in supplier was also unexpected for those directly affected. “I hadn’t heard anything about it, there were no signs at all – especially now that the jersey was presented,” said U21 national coach Antonio Di Salvo on Thursday: “It was very surprising for everyone when this news came.”
“We have a lot in common with Adidas, especially a history,” says Di Salvo.
“We understand every emotionality. It is also a drastic event for us as an association when it becomes clear that a partnership that was and is characterized by many special moments is coming to an end after more than 70 years. That doesn’t leave us unmoved,” wrote the DFB on X, formerly Twitter.
However, the DFB is “first and foremost committed to German football and its development,” it continued, justifying the decision with economic considerations: “The DFB has a unique selling point: It is a sports association that finances its member associations and the base in the amateur sector “It’s not financed by them. He puts the money into football. So that football remains a popular sport.”
According to information from the “Handelsblatt”, the US sporting goods manufacturer Nike will have the new equipment contract with the German Football Association cost more than 100 million euros per year from 2027. This is said to have become known from industry circles, as the paper reports. This would mean that Nike would far exceed the previous contract amount of the current supplier Adidas. The long-standing partner Adidas, which will continue to equip all national teams until the end of 2026, is expected to transfer around 50 million euros annually to the DFB.
The association announced the new deal on Thursday, but did not mention the contract amount. It simply said that Nike had “made by far the best economic offer.”
Note: This article has been updated.