Adidas Goes All In on Football
Adidas' football business has grown strongly in recent years. This is reflected in the launch of the popular and well-received Predator 24 boot with a classic tongue and the popular 24-25 third kit with the return of the Trefoil logo. For the coming period, Adidas has also signed new kit deals with many major teams and is considering the expansion of its elite team. This shows that Adidas is committed to football for the future.
Adidas Fully Committed to Football
In recent years, especially the past year, Adidas has invested heavily in its football business. They have had great success with both football kits and football boots.
In football kits, they are highly regarded with the 2024 Euro and Copa America national team kits, as well as the elite club 24-25 third kits with the Trefoil logo. The Adidas Juventus 24-25 third kit has been so popular that it has been completely sold out for over a month.
In football boots, Adidas achieved unexpected success when it brought back the iconic folding tongue on the Predator 24 boot. In the summer of 2024, they also brought back the F50 shoe brand to replace the X Crazyfast, ending the 8-year reign of the Adidas X.
Adidas has very promising plans for the future to continue its success on the football field.
Football Boots and Signature Players
In the field of football boots, Adidas not only researches and develops new generations of football boots, but also focuses on the care and development of its top ambassadors.
It can be said that Adidas has always taken care of Messi, regularly releasing signature boots for him. Not only that, but Adidas also pays special attention to young stars, turning Jude Bellingham and Lamine Yamal into the main footballers with Messi in the future.
In late 2024 and in 2025, Adidas will release signature boots for five players: Leo Messi, Jude Bellingham, Lamine Yamal, Son Heung Min, and Mohamed Salah.
Adidas not only pays attention to and invests in current players, but also maintains relationships with legends and famous retired players to promote and communicate their new shoe launch campaigns.
As well as players, Adidas has also worked with coaches such as Jose Mourinho to promote the Predator 24 boot earlier this year.
In 2025, Adidas will also launch Predator signature boots for legend Zidane.
Football Kits and New Kit Deals With Clubs, National Teams
Signed Kit Deals With Many New Teams
In late 2023 and early 2024, Adidas has kit deals with two major Premier League teams, Newcastle United and Aston Villa. Then, at the end of the 23-24 season, Adidas is also said to have agreed a kit deal with Liverpool from the 25-26 season, replacing Nike (it will only be officially announced in early 2025).
Adidas hasn't stopped there, they are also looking to sign a new kit deal with Bayer Leverkusen (who are said to be leaving Castore) and a big team outside of Europe, Club America (Mexico).
Adidas currently dominates the 24-25 Premier League with seven teams and will have eight in the 25-26 season (assuming no Adidas teams are relegated), with just two more teams to make up half.
More Adidas Teams to Become Elite Clubs
Following the recent signing of new kit deals with several teams, Adidas will also be expanding its elite team list from the 25-26 season. Footy Headlines can now confirm that Celtic, AS Roma, Newcastle and newcomers Liverpool will become Adidas elite clubs from the 25-26 season.
This means that these teams will have the authentic kit and the Trefoil logo on their 25-26 third shirt.
Footy Headlines predicts that these changes in football strategy are due to the new policies of CEO Bjørn Gulden. He is the former CEO of Puma (2016-2022) and has been the CEO of Adidas since January 1, 2023. When he was CEO of Puma, Puma also supplied authentic kits to many teams.
National Teams
For the national team, the first thing to mention is that Adidas has lost the Germany kit contract to Nike after 2027. This is clearly a failure for Adidas to lose this kit deal to Nike's direct competitor. But Adidas has also made strong moves to show that it is not losing ground in the market.
In order to maintain its position after losing the Germany kit deal, Adidas is said to be ready to sign a new kit deal with Brazil after 2026 for a period of 10 years, worth around $100 million per year, with a total value of more than $1 billion.
In addition, Adidas has successfully extended its kit deal with reigning world champions Argentina until 2038 and with Mexico until 2036 (yet to be announced).
In 2024, Adidas also signed new kit deals with the national teams of Qatar and Ukraine.
What do you think about Adidas' recent football successes and its commitment to inclusive football in the future? Comment below.
