XLY - Nike Scores Big with Germany's National Soccer Teams Ending Adidas' 70-Year Legacy | Benzinga
Nike Inc (NYSE:NKE) will outfit all of Germany’s national soccer teams starting in 2027, marking the end of Germany’s historic 70-year partnership with Adidas AG (OTC:ADDDF) (OTC:ADDYY).
German Soccer Federation’s (DFB) announcement ushers in a new era with an agreement spanning from 2027 to 2034, surprising many by choosing Nike over its traditional ally, Adidas.
Germany’s men’s team, which will utilize Adidas’ headquarters as its base for the upcoming European Championship hosted by Germany this summer, found Adidas caught off guard by the DFB’s switch to its primary competitor, AP News reports
Germany’s national football teams have historically donned Adidas gear, contributing to their success in securing four ...