Closed Stores, "Crashing Stocks", Postponed Launches - How The Coronavirus Pandemic Affects Adidas, Puma & Nike
Mar 19, 2020, by Chris
On Tuesday, UEFA announced that the UEFA EURO is postponed to 2021 due to the Coronavirus Pandemic. With the decision, the hope of both clubs and fans arose that the domestic and international club competitions could be completed until June 30, even though without spectators most likely. The Coronavirus Pandemic nevertheless already had big impact on the business of all involved in soccer, especially the brands and clubs.
Coronavirus Pandemic - Impacts On Brands And Clubs
Postponed EURO & Copa America
With the EURO and Copa America postponed to 2021, it is safe to assume that brands will generate less sales with the kits. However, those sales could be recuperated next year. The Olympics are also anything but certain to take place this year, another big uncertainty for all involved. from players over brands to fans.
Closed Stores
In many countries worldwide, all stores not critical for infrastructure and daily needs had to be closed. Adidas, Nike and Puma all announced that they will close stores for at least around two weeks.
With love, Your Nike Family pic.twitter.com/IRqkOyXgX6
— nikelondon (@nikelondon) March 15, 2020
Shopping online is still possible, and with delivery from warehouses not affected yet players can still get their gear...
Falling Stocks of Brands And Soccer Clubs
The Coronavirus Pandemic has heavily hit stock markets. The share prices of almost all companies collapsed, with those of sporting goods companies like Adidas, Nike and Puma losing almost 50 %, meaning that the companies have almost lost half of their previous market value.
The stocks of soccer clubs like Borussia Dortmund and Juventus both nearly halved in the past month.
Switch Of Kit Supplier During Season?
With the 2019-2020 season almost certainly has to be extended beyond the regular dates, we could see some kit supplier switches that happen during the season. In example and most famously, Liverpool's contract with New Balance runs only until May 31. If the Premier League season runs until mid-June, Liverpool would likely switch to Nike jerseys during the season.
I imagine it will change, the contracts will have dates, not down to season. For example, in South America the new kits drop half way through the season. Boca is a prime case. Also, Man Utd wore Nike gear in preseason before changing to adidas.
— Marcus Dilley (@MDill38) March 14, 2020
Other club's contract, including those with players and brands, usually run until June 30. So if the season would end before that date, there won't be many problems.
Delivery Problems
Due to the Coronavirus Pandemic, there already have been some delivery difficulties for teams. In example, Düsseldorf has some delivery issues with an upcoming special-edition jersey, while USL club Oklahoma City Energy FC released their third kit instead of their home and away.
Nothing about the big 2020-2021 releases and the production of the kits has been announced by any brand officially yet. Adidas, Puma and Nike usually start the production of next season's (2020-21) around March. Most kits are produced in far East, including countries like China that have been heavily affected by the Coronavirus Pandemic.
Postponed Releases
As of now, we think it is already certain that many of the scheduled 2020 international kit releases will be postponed, at least until an end or at least an improvement of the Coronavirus Pandemic is in sight.
Do you think that football matches will be played without spectators in the near future? Do you think that the football business will fully recover from the Coronavirus Pandemic? Will some clubs go bankrupt? Share your thoughts in the comments below.
Adidas Germany 2026 Farewell Kit Debuted on Pitch
Germany officially debuted their special edition Adidas farewell kit during their UEFA Nations League clash against the Netherlands. The release marks the final chapter of a legendary 72-year partnership between the German Football Association (DFB) and the Three Stripes, which began in 1954 and will officially come to an end on December 31, 2026, ahead of Nike taking over as technical supplier from 2027.
The tribute shirt features an elegant, predominantly black base decorated with vertical gold diamond pinstripes running down the front. Adidas has opted for the heritage Trefoil logo on the right chest alongside the classic DFB crest used between 1978 and 1996, both rendered in white. A retro-inspired crossover V-neck collar is trimmed in white and gold, mirrored on the sleeve cuffs, while a commemorative "1954" jock tag sits on the bottom hem to honor the historic year the partnership began.
Completed with black shorts and black socks featuring gold detailing, the on-pitch ensemble arrived just days after its official unveiling. Following its high-profile match debut, the Germany 2026 farewell jersey is scheduled to go on general sale via official Adidas channels starting September 26, 2026.
Nike Phantom 6 Haaland Chapter 5 Boots Revealed - Reactive Nike Hydra Upper
Through its partner stores, Nike has officially revealed Erling Haaland's fifth signature edition, the Nike Phantom 6 Haaland Chapter 5 from his Force of Nature collection. Finished in a Baltic Blue colorway with cloud-inspired graphics across the rear, the low-cut boot introduces Nike's Hydra treatment, which uses reactive white ink that vanishes when wet to uncover additional details of the graphic beneath. Engineered for lethal finishing in the 26-27 season, the boot combines a Gripknit upper with a Cyclone 360 soleplate and is scheduled to launch on October 1, 2026. Huge thanks to Pro Direct and Unisportsore for images and the video.
Fortuna Sittard 26-27 Cup Kit Released - Sponsorless 1957 Tribute
Dutch Eredivisie side Fortuna Sittard and technical supplier Robey have officially revealed a special cup kit for the 26-27 campaign. Created in collaboration with design agency 51North, this release marks the very first dedicated cup kit in the club's history. It serves as a direct tribute to predecessor club Fortuna '54, who won the 1957 KNVB Beker with a memorable Bram Appel hat-trick against Feyenoord.
The Robey Fortuna Sittard 26-27 cup shirt faithfully revives the historic look with a white base highlighted by broad horizontal red and blue stripes across the chest, completing the Dutch tricolor. In true vintage fashion, the jersey comes with long sleeves as standard and features a retro polo collar. Club sponsors voluntarily stepped aside to allow a completely clean, sponsorless front, while the Robey branding and club badge are subtly embroidered in tonal white to maintain the authentic aesthetic.
Additional bespoke details round off the historic tribute. A heritage Fortuna '54 tag sits near the bottom hem, and an embroidered depiction of the KNVB Cup sits neatly below the back collar, added with official federation approval. The shirt is worn with matching white shorts and socks, completing a timeless look for Fortuna's cup run.
FIFA ASEAN Cup Features Same Left-Sleeve Kit Badge as in 2026 FIFA World Cup Final
The opening match between Laos and Brunei provided a full reveal of the sleeve patch pairing for the inaugural FIFA-organized Southeast Asian tournament.
Moving away from the previously expected navy blue, the official tournament patches feature a clean white base. Most notably, the "Football Unites the World" sleeve patch on the left arm is the exact same design that made a single, exclusive appearance at the recent World Cup Final between Spain and Argentina.
Big thanks to @What The Kit for spotting and making the collage.
