The German Football Association’s (DFB) recent decision to transition the supplier of the national team’s kit from Adidas to US-based Nike has ignited a firestorm of criticism from politicians across the spectrum. The contract, slated to take effect from 2027, marks a significant departure from tradition, as Adidas has been the sole provider of the iconic German national team kit for over 70 years.
Economy Minister Robert Habeck expressed his disappointment, stating, “I would have liked a bit more local patriotism.” Health Minister Karl Lauterbach echoed similar sentiments, labeling the decision as “wrong.” The move has stirred emotions among politicians, with many lamenting the loss of a symbol deeply ingrained in German identity.
According to reports in the German press, Nike secured the deal by offering approximately €100 million per year, double the amount Adidas had been paying. This substantial financial offer, while attractive to the DFB, has drawn criticism for prioritizing profit over tradition.
“I can hardly imagine the German jersey without the three stripes,” remarked Mr. Habeck, emphasizing the longstanding association between Adidas and the national team. Bavarian premier Markus Soeder echoed these sentiments, stating, “The success story began in 1954 with the unforgettable World Cup victory, which gave our country self-confidence again. That’s why it’s wrong, a shame and also incomprehensible that this story should end now.”
In response, the DFB defended its decision, citing financial considerations and the need to support grassroots football in Germany. While acknowledging the emotional attachment to Adidas, the DFB emphasized the necessity of making economically sound choices to sustain football at all levels in the country.
“Nike made by far the best financial offer in the transparent and non-discriminatory tender process,” stated the DFB. “The future partnership with Nike ensures that we can continue to carry out our central tasks for football in the coming decade.”
Adidas, meanwhile, declined to comment on the specifics of the contractual arrangement.
The controversy over the German kit switch coincides with criticism in England over Nike’s design for the England team kit. Prime Minister Rishi Sunak weighed in, asserting that the traditional St George’s Cross should not be altered, following Nike’s inclusion of additional colors in the design.
