'What on earth are DFB playing at?' – Fans shocked as Germany end 70-year association with adidas and sign new shirt deal with Nike

The German Football Association's (DFB) decision to end their iconic partnership with adidas and sign a deal with Nike has sent fans into shock.

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• Germany announce agreement with Nike
• Adidas association ends after 70 years
• New deal will kick in from 2027 until 2034

• Table of Contents

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  WHAT HAPPENED?

  The governing body announced on Thursday that its decades long association with adidas is over and the national teams' new kit will be supplied by Nike from 2027 until at least 2034. The news came as a huge surprise to many and a big disappointment, too, going by the reactions on social media.

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  WHAT THE FANS ARE SAYING

  Perhaps the biggest and surprising critic was Germany's vice-chancellor Robert Habeck, who went into a tirade, saying: "I can hardly imagine the German jersey without the three stripes. For me, Adidas and black-red-gold always belonged together. A piece of German identity. I would have liked a bit more local patriotism."

  Germany fans did not seem impressed, either, as 89 per cent of supporters polled by Kicker said it was a bad decision, while Copa90 slammed the move as evidence that "The game is gone" and @SmnLlyd5 admitted that "Nothing makes sense anymore".

  KippesRA was in disbelief, saying on X: "Nike are terrible. What is Germany thinking?"

  "Nooooooo," KenyanRegista wrote on X. "Where is the world heading if Germany can choose Adidas over Nike. I’m disappointed."

  "Get ready for the worst kits you've ever seen," said CharlesMyer_UT, while Mi_B77 was similarly cynical, writing: "A generation of german kids identifying their football heroes with Nike instead of adidas causes losses through @adidas to the German economy. Puma I’d get, but Nike?!? Was it worth it?"

  ShearmanRobbie was also rather apoplectic, replying to the news: "What? Nike are ruining club shirts regularly all over the world. What on earth are DFB playing at. Ridiculous swap. Adidas is also German. If a change was necessary at least look at Puma, and keep it in the country."

  Evilwayz hailed the move as a new low amid a decline that started after coach Joachim Low's departure, while MartinMulcahey called for "treason" charges, saying: "Can we bring DFB up on treason charges? At least go with Puma!! Nike kits, aside from Nigeria, are horrible in general. Know I will avoid any Germany Nike shirts, just not done."

• WHAT THE DFB PRESIDENT SAID

  Despite the negativity among supporters, DFB president Bernd Neuendorf spoke of his excitement about the development, saying: “We’re looking forward to working together with Nike and we’re pleased with the trust placed in us. The future partnership allows the DFB to fulfil central functions with a view to a comprehensive development of football in Germany in the coming decade. However, it’s also clear that we will fully commit to achieving joint success with our long-standing and current partner adidas, who German football owes a great deal to for more than seven decades of cooperation, until December 2026."

• THE BIGGER PICTURE

  Adidas has been the kit provider for the German national team since 1954. The only time since then Die Mannschaft wore another manufacturer was in the 1970s, when they donned shirts made by Erima, which was still a subsidiary of adidas.