National jersey
Nike celebrates DFB deal: “Nobody can beat us”
The US sporting goods manufacturer Nike will equip the German national soccer team from 2027. photo
© Michael Kappeler/dpa
The German Football Association surprisingly changes its supplier. The new partner Nike celebrates its success against rival Adidas.
It is “great proof that when we do our best, no one can beat us,” said CEO John Donahoe in a conference call with analysts after presenting the latest quarterly figures. There was no information on financial details of the deal, with which Nike will replace Adidas as supplier to the German national soccer team from 2027 after more than 70 years.
On the one hand, Donahoe referred to the sports equipment manufacturer’s attractiveness in terms of design and performance, which can also be expanded into the lifestyle business. He specifically referred to women’s football and a connection to youth culture. At the same time, Nike also demonstrated the ability to turn the German team into a “global brand” and the footballers into “global heroes”.
Partnership from 2027 to 2034
The men’s national team had performed poorly in the past three tournaments. Nike nevertheless praised the DFB as “a legendary global force in football.”
The partnership with the US sports manufacturer is scheduled to begin in January 2027 and last until 2034. Nike is supposed to equip all national teams during this period. The chairman of the board of DFB GmbH & Co. KG, Holger Blask, said: “Nike has made by far the best economic offer and has also convinced with its content vision, which also includes a clear commitment to the promotion of amateur and popular sports as well as the sustainable development of women’s football in Germany.”
Company boss Donahoe said they were honored and summed up: “Nike has shown itself at its best.” According to a report by the “Handelsblatt” citing industry circles, Nike’s involvement with the DFB will cost more than 100 million euros per year from 2027.