The German Football Association’s (DFB) recent decision to switch the supplier of the national team’s kit from Adidas to Nike has sparked controversy and drawn criticism from politicians.
The contract, set to take effect from 2027, will see the German company’s long-standing partnership with Adidas come to an end, passing the kit supply rights to US firm Nike. While the DFB justified the move citing financial benefits and support for grassroots football in Germany, politicians expressed dismay over the decision.
Economy Minister Robert Habeck voiced his disappointment, stating that he would have preferred to see more support for local companies. Similarly, Health Minister Karl Lauterbach labeled the decision as “wrong,” emphasizing the loss of tradition and national identity associated with the Adidas brand.
The reported financial terms of the deal further fueled criticism, with Nike allegedly offering double the amount Adidas had been paying annually. The significant increase in payment raised concerns among politicians about the commercialization of German football and the erosion of its traditional values.
Bavarian premier Markus Soeder emphasized the historic association between the German national team and the Adidas brand, describing the decision to switch suppliers as a departure from tradition. He stressed the importance of preserving the heritage and identity associated with the three stripes of Adidas.
In response, the DFB acknowledged the emotional reaction to its decision but defended its choice based on economic considerations. The association highlighted Nike’s superior financial offer and its potential to support the DFB’s activities in football development over the coming decade.
The controversy surrounding the kit switch comes at a crucial time for German football, with Euro 2024 on the horizon. While Adidas’s headquarters in Herzogenaurach serves as the base for the German team during the tournament, the impending transition to Nike has raised questions about the future of the team’s identity and sponsorship arrangements.
The debate over kit designs extends beyond Germany, with England’s Nike-designed kit also facing criticism from politicians. Prime Minister Rishi Sunak expressed his concerns over alterations to the traditional St George’s Cross, emphasizing the importance of preserving national symbols in sports attire.