Back to today’s briefing

Story perspectives

Germany Switches to Nike 2027 After Adidas Jersey Shortage

6/18/2026

24 5 Full Breakdown

Summary

Story summary

DFB will end its 70-year adidas kit deal and switch to Nike in 2027.
After the 7-1 Curaçao win on June 15, adidas ran out of the “V” for Germany jerseys because fans wanted Havertz, Undav and Pavlovic shirts, leading to orders being restored by end and flagship keeping stock.
The incident shows merch supply can falter during rapid tournament demand spikes, while adidas’s pink 2024 Euro away shirt stays top-selling.

History

Historical Context

In 1974 West Germany won the World Cup on 7 July, wearing its first official Adidas kit, a partnership that began that summer. Adidas remained the DFB’s supplier for more than five decades, a relationship that shaped the nation’s football merchandising. The DFB’s 2027 switch to Nike marks the end of that era amid growing brand competition.

1 of 2

Story summary

DFB will end its 70-year adidas kit deal and switch to Nike in 2027.
After the 7-1 Curaçao win on June 15, adidas ran out of the “V” for Germany jerseys because fans wanted Havertz, Undav and Pavlovic shirts, leading to orders being restored by end and flagship keeping stock.
The incident shows merch supply can falter during rapid tournament demand spikes, while adidas’s pink 2024 Euro away shirt stays top-selling.

1 / 2