Adidas Goes All In on Football
Oct 9, 2024, by Phan Tich Giay
- Increased Investment and Success: Adidas has significantly invested in its football business, experiencing strong growth and success in both football kits and boots, with popular product launches like the Predator 24 and the Trefoil logo kits.
- Focus on Key Players: Adidas is strategically supporting top players and fostering young talent, with plans for signature boots for Messi, Bellingham, Yamal, Son Heung Min, and Mohamed Salah, while also maintaining relationships with legends.
- Expansion in Kit Deals: Adidas is actively expanding its presence by securing new kit deals with major clubs like Newcastle United, Aston Villa, and potentially Liverpool, Bayer Leverkusen, and Club America, and extending deals with national teams like Argentina and Mexico, despite losing the Germany contract.
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.
Calcio Lecco 26-27 Home & Away Kits Released
Italian Serie C club Calcio Lecco 1912 and technical sponsor Acerbis have officially unveiled the club's new home and away kits for the 26-27 season. Both designs place a heavy emphasis on local pride, drawing direct inspiration from the landscapes of Lake Como and the surrounding Lecco territory.
The Acerbis Calcio Lecco 26-27 home shirt stays true to tradition with the iconic bluceleste vertical stripes in light blue and navy, layered with subtle wave-like textures across the dark stripes. Navy shorts and socks complete the primary strip. Meanwhile, the 26-27 away jersey presents a clean white base paired with a classic polo collar and sky blue shoulder trim. The lower half of the away shirt showcases a striking line-art graphic illustrating the Grigna and Grignetta mountain profiles together with Lecco's landmark "Matitone" bell tower from the Basilica of San Nicolò.
Cantine Pirovano features prominently on the front of both jerseys, marking their 16th consecutive season as the club's main sponsor. Complementing the outfield shirts, Acerbis has also introduced vibrant green and yellow goalkeeper kits for the 26-27 campaign.
Calcio Foggia 1920 26-27 Away Kit Released
Italian Serie C club Calcio Foggia 1920 has officially revealed its new away kit for the 2026-27 season. Produced by Nike Teamwear, the shirt follows the recent unveiling of the club's fluorescent yellow third kit after parting ways with Givova.
The Nike Calcio Foggia 26-27 away jersey is based on a clean white base, accented with the club's signature rossoneri colors along the top of the shoulders and sleeves. Running vertically down the center of the chest is an intricate graphic formed by the names of iconic city landmarks, including the Teatro Giordano, Arco di Federico II, and Fontana del Sele.
A poignant tribute is placed inside the inner collar, featuring the names Gaetano, Michele, Samuel, and Samuele in memory of the four young supporters who tragically lost their lives in 2024. The upper back is finished with the motto "IO SONO FOGGIA", accompanied by the circular Satanelli badge on the chest, a black Nike Swoosh, and multiple sponsor logos across the front, sleeve, and lower back.
No More Tiglon: Azuro US Monastir 26-27 Home and Away Kits Released
Tunisian Ligue 1 side US Monastir has officially revealed its new home and away shirts for the 2026-27 season. The launch marks the club's first collection under new kit supplier Azuro, which takes over from Tiglon.
The US Monastir 26-27 home kit delivers a strong blue-and-white look, featuring a white base with a prominent central vertical stripe in vibrant blue, matched by blue panels across the shoulders and sleeves. Elegant gold trim along the collar and sleeve cuffs rounds off the design. In contrast, the 26-27 away jersey adopts a more understated, modern palette of black and anthracite, highlighted by a dark tonal center stripe and crisp white piping on the collar and sleeves.
Photographed across Monastir's historic landmarks and coastal scenery, both shirts feature the club crest on the chest alongside monochrome sponsor applications on the front.
US Lusitanos Saint-Maur 26-27 60th Anniversary Home & Away Kits Released
French Championnat National club US Lusitanos Saint-Maur and kit supplier Skita have officially unveiled the club's new home and away kits for the 2026-27 season. The launch marks the 60th anniversary of the club, which was founded in 1966 by Portuguese immigrants in Saint-Maur-des-Fossés.
Both shirts directly take inspiration from an iconic vintage design from the club's past. The home shirt comes in traditional green, while the away shirt is white. Each jersey features an eye-catching red and green geometric brick graphic across the upper chest and shoulders, paired with a classic white polo collar highlighted by green and red trim.
To mark the milestone, the upper back of the shirts displays the Portuguese and French flags alongside the commemorative text '1966-2026 SOMOS A HISTORIA'. The home kit is completed with white shorts and red socks, while the away strip features green shorts and white socks.
Tampines Rovers 26-27 Home Kit Released
Singapore Premier League side Tampines Rovers have officially unveiled their new home kit for the 26-27 season. Manufactured once again by Thai sportswear brand Warrix, the new jersey marks the continuation of their successful partnership and was launched under the club's NXTGEN campaign.
The Warrix Tampines Rovers 2026-27 home shirt features the club's traditional yellow base, accented by a subtle two-tone split front panel and black detailing. The V-neck collar, sleeve cuffs, and shoulder inserts all receive contrasting black trims. Centrally placed on the chest are the black Warrix logo and the iconic Stags crest, positioned above the FBMG front-of-shirt sponsor.
Universidad Católica 2026 Special Kit Released
Chilean club Universidad Católica and technical sponsor Puma have officially unveiled a special kit for the 2026 campaign. Promoted under the slogan "Nueva Armadura" (New Armor), the bespoke strip draws direct inspiration from the team's historical identity and famous nickname, "Los Cruzados" (The Crusaders).
The Puma Universidad Católica 2026 special shirt combines a dark grey and black base with a detailed, repeating chevron scale pattern across the front and back, mimicking medieval chainmail and battle plate armor. A solid black horizontal band across the chest accommodates the white BICE sponsor logo, complemented by solid black raglan sleeves and a matching crew-neck collar. Monochromatic white accents are used for the Puma cat logos and the simplified UC crest.
To complete the battle-ready aesthetic, the jersey is paired with black shorts and black socks adorned with crusader cross detailing. The special edition kit went on sale through the club's official channels ahead of its scheduled debut on the pitch.
Al Fayha FC 26-27 Home, Away & Third Kits Released
Saudi Pro League side Al Fayha FC have officially unveiled their new home, away, and third kits for the 26-27 season, made once again by in-house and domestic partner HH Sport. The new collection brings a cohesive look across the board, led by the traditional vibrant orange on the home shirt paired with intricate navy sleeve cuff patterning and subtle tonal detailing on the fabric.
The Al Fayha 26-27 away kit opts for a clean white base highlighted by bold orange side panels, sleeve trims, and monochromatic logos. Completing the player lineup, the third kit arrives in a deep blue tone accented with sky blue trims on the collar and cuffs, while three distinct goalkeeper uniforms were also unveiled in black, sky blue, and vibrant yellow.
The new Al Fayha 26-27 kits are now available through the club's official online store.
FC Penafiel 26-27 Third Kit Released
Portuguese Liga Portugal 2 side FC Penafiel has officially unveiled its new third kit for the 2026-27 season. Made by Nike, the shirt was showcased during the Agrival 2026 event in Penafiel, joining the previously launched red-and-black home and white away strips.
The Nike FC Penafiel 2026-27 third jersey is predominantly black, highlighted by fine vertical red pinstripes running down the front. Red trim details the neckline, maintaining the club's classic Rubro-Negro aesthetic. A standout element is the retro-styled interlocking 'FCP' monogram on the left chest, placed alongside a special 75th-anniversary emblem celebrating the club's founding in 1951.
White detailing completes the look, with the Nike Swoosh on the right chest and the ABANCA main sponsor printed cleanly across the center.