Official: Italy Sign Adidas Kit Deal

Mar 9, 2022

by Chris

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Update: The Italian Football Association have announced a kit deal with Adidas that will commence in January of 2023, confirming the earlier rumors.

Adidas to Replace Puma as Italy Kit Brand in 2023

As confirmed today, Adidas will produce the kits for all of Italy's teams start in January 2023 (men's, women's, youth, futsal, beach soccer and e-sports).

No official details about the duration of the deal (long-term) or the financials were given. Adidas CEO Kaster Rorsted declined to say how much Adidas were paying during a earnings call today.

FIGC president Gabriele Gravina commented: “The announcement of the partnership with adidas is a source of pride for the FIGC. This collaboration represents a fundamental step in the growth path of our commercial appeal and strengthens the development process of our brand both in Italy and abroad."

Adidas CEO Kasper Rørsted said: “We are incredibly proud to announce this long-term partnership with the Italian Football Federation. We are thrilled that one of the most successful national teams joins our portfolio of international federations, alongside other giants such as the DFB (Germany), the RFEF (Spain), the AFA (Argentina) and the RBFA (Belgium) and we can't wait to reach great goals together."

An earlier report claimed that the Italian Football Federation (FIGC) "will get at least 23 million Euro / year from Adidas, but there are those who hypothesize as much as 35 million Euro / year". Puma were paying 19 million Euro a year.

It's important to note that the Italy 2022 World Cup kits - if Italy qualify - will still be made by Puma, as the new deal only kicks off after the tournament ends.

Puma have been making Italy's kits since 2004 and their partnership was renewed in a seven-year contract signed in March 2015. Back then, the Italian Football Federation (FIGC) just said that the deal allows Puma to produce the Italy Football Kits "into the next decade".

Adidas already made Italy' kits in the mid-1970s

Adidas already made Italy' kits for a four-year span in the mid-1970s, from 1974 until 1978. The kits back then did feature neither the Adidas logo nor the famous Three Stripes, however.