The German national football team stunned the sports world by announcing they would switch from longtime sponsor Adidas to Nike, ending a 70-year partnership. The German Football Association made this decision due to financial concerns from the lack of fan attendance during COVID-19 and recent poor performance in international competitions. The timing of the announcement, as the team prepares for the European championships, added to the controversy, especially since Adidas had recently unveiled a new pink away kit. Many in Germany expressed shock and disappointment, as the team and Adidas have been closely linked since the invention of screwable soccer studs and Germany’s victory in the 1954 World Cup. The Nike deal lasts until 2034, but Adidas is expected to fight to regain the contract.
