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.
No More Tolledo: ASA de Arapiraca Announce Junpe Kit Deal
Brazilian side Agremiação Sportiva Arapiraquense (ASA) has officially announced a new technical partnership with sportswear brand Junpe Uniformes. The deal will see the São Paulo-based company take over as the club's official kit supplier starting with the 2027 season, replacing previous manufacturer Tolledo Sports.
The partnership marks another significant expansion for Junpe across Brazilian football. Founded in 2018 in Bernardino de Campos, the manufacturer has quickly built a strong presence in the domestic market, providing kits for roughly thirty clubs, including Alagoas rivals CSA as well as teams such as Brusque, São Bento, and Santo André.
ASA and Junpe are expected to present the club's new match kit and training collection ahead of the 2027 campaign, in which the Alvinegro will compete in the Campeonato Alagoano and national tournaments.
Virgil van Dijk Fronts High-Tech Nike x Hyperice Air Zoom Hyperslide
Nike and wellness technology brand Hyperice have officially launched their newest collaborative innovation, the Nike Air Zoom Hyperslide. Fronted by Liverpool captain and Netherlands defender Virgil van Dijk, the high-tech slide is engineered to bring professional-grade post-match recovery into an effortless everyday silhouette. The release represents the second major chapter in the Nike x Hyperice partnership following their high-top Hyperboot debut.
The slide integrates Hyperice's heat and massage therapy directly across the bridge of the foot using a removable, magnetic Hyperslide Pod housed inside an adjustable strap. The pod provides three adjustable heat levels reaching up to 47°C (117°F) alongside three targeted vibration settings designed to ease foot tension and boost circulation in 15-minute cycles. Underfoot, Nike supplies a low-profile, full-length Air Zoom unit to ensure high-end impact cushioning, with settings easily adjusted through on-device buttons or the companion Hyperice mobile app.
Designed for travel and post-training downtime, the slides are TSA carry-on friendly and offer up to an hour of battery life via USB-C recharging. The Nike x Hyperice Air Zoom Hyperslide is available in both Black and Orewood Brown colorways for $249 via Nike, Hyperice, and select global stockists.
Arka Gdynia 26-27 Third Kit Released - Celebrating 100 Years of Gdynia
Polish club Arka Gdynia and technical partner Macron have officially launched the club's new third kit for the 26-27 season. The special jersey has been created to celebrate the 100th anniversary of Gdynia receiving city rights in 1926, paying homage to the city's rich maritime history and coastal identity.
The Macron Arka Gdynia 26-27 third jersey features a sandy beige base color inspired by the Baltic beaches and the city's centenary celebrations. Across the front panel is a tonal sublimated street map of Gdynia, referencing the city's famous concept of being built from sea and dreams. Contrast detailing arrives in dark brown on the sponsor prints and Macron branding, while the ribbed crew collar and sleeve cuffs are finished with brown, white, and yellow striping.
Several bespoke elements are incorporated into the design, highlighted by the exact geographical coordinates of the club's municipal stadium embroidered in gold thread on the upper back. The left sleeve displays a stylized 100 Gdynia anniversary badge, and custom neck tape carries a dedicated club motto inside the collar. The kit completes Arka's 26-27 match collection alongside the home and away jerseys released earlier this summer.
Mantova 1911 26-27 Third Kit Released
Italian Serie B club Mantova 1911 and Adidas have officially unveiled their new third kit for the 26-27 season. Dubbed the "LOTO" jersey, the design is deeply rooted in local natural history, drawing direct inspiration from the lotus flowers that were introduced to the Mincio River and Lago Superiore in the 1920s and have since become a defining spectacle of the city.
The Adidas Mantova 1911 26-27 third jersey combines a dark base with brushstroke-like textured graphic patterns in shades of blue across the torso, evoking the flowing waters around Mantua. Traditional club identity is maintained through red and white trim on the crew-neck collar and sleeve cuffs. The Adidas three-stripe performance emblem appears in white on the right chest, placed opposite Mantova's classic crest.
The new jersey completes the club's matchwear collection for the 26-27 campaign alongside their clean white home and red away kits, delivering a distinct, nature-inspired alternative look on the pitch.
Punjab FC 26-27 Third Kit Released
Indian Super League side Punjab FC have officially revealed their new third kit for the 26-27 season, crafted by domestic kit partner Shiv-Naresh. The new release completes the club's wardrobe alongside their previously launched home and away strips.
The Shiv-Naresh Punjab FC 26-27 third jersey introduces a clean white base paired with vibrant orange accents on the round crewneck collar and sleeve cuffs. What sets the design apart is the rich orange floral artwork placed along the lower flanks and running across the sleeves, celebrating traditional Punjabi artistic heritage. A subtle all-over tonal pattern runs across the fabric, adding extra texture beneath the surface.
The shirt is finished with the black Shiv-Naresh panther logo on the right chest, the full-color Punjab FC crest on the left, and dafaNEWS branding placed in the center.
Fleetwood Town Unveil Commemorative Puma Shirt for Arsenal Carabao Cup Tie
Fleetwood Town have unveiled a special commemorative Puma home shirt to celebrate their upcoming League Cup fourth-round clash against Premier League giants Arsenal. The Cod Army secured their place in the last 16 following an impressive cup run featuring clean-sheet home victories over Chesterfield, Shrewsbury Town, and Sheffield United. The historic tie is scheduled to be played at Fleetwood's own Highbury Stadium on Tuesday, 27 October 2026.
Manufactured by Puma, the special edition 26-27 kit builds on Fleetwood's traditional look with a red body, contrasting white sleeves, and black-and-white detailing along the collar and cuffs. The standout addition is the embroidered match inscription placed neatly on the chest between the Fleetwood Town crest and the Puma cat logo, detailing the fixture, tournament round, venue, and date, sitting directly above the Ruby Energy main sponsor.
The shirt is the centerpiece of a broader official commemorative merchandise range released by the club for the occasion, which also includes a bespoke matchday programme, souvenir ticket, and commemorative scarf. Available in limited quantities, the jersey has been launched for pre-order through the club's online store priced at £70 for adult sizes and £60 for juniors.
Nike "Joga Bonito" React Gato & Streetgato Boots Released
Nike has introduced Brazilian-inspired "Joga Bonito" editions for the React Gato and Streetgato, paying homage to the brand's iconic 2006 campaign. The lifestyle and small-sided Streetgato arrives in a vibrant canary yellow upper with white accents and a classic gum outsole, while the indoor-focused React Gato is dressed in royal blue with silver detailing and embroidered "Joga" branding on the heel tab. Both models feature soft synthetic leather across the forefoot for an enhanced touch, combining heritage flair with modern court performance and React cushioning.
PSG to Wear Special Pink October Kit Against Lyon
Paris Saint-Germain and main sponsor Qatar Airways have unveiled their fifth consecutive Pink October initiative to support breast cancer awareness and patient care. For the campaign, PSG's 26-27 home kit features the iconic pink ribbon placed underneath the Qatar Airways logo, complete with a pink gradient effect and matching pink player names and numbers on the back. The men's squad will wear the special shirt during their Ligue 1 clash against Olympique Lyonnais on October 25 at the Parc des Princes, following appearances by the women's team against OL Lyonnes on October 17 and the handball side on October 10. Match-worn shirts from these fixtures will be auctioned off to raise funds for the AP-HP Sorbonne Université hospital network.
In-House FC Barcelona 92-95 Remake Kit Released
FC Barcelona has officially launched a brand new retro collection paying homage to one of the most celebrated eras in club history: the 1992-1995 Dream Team period. Fronted by first-team stars Pedri, Gavi, and Raphinha, the release takes heavy inspiration from the classic home kit worn under legendary manager Johan Cruyff during an era defined by domestic dominance and European glory.
The centerpiece of the capsule is the 1992-95 retro shirt, which recreates the aesthetic of the iconic 1990s Kappa design without Kappa logos. It features traditional wide blaugrana vertical stripes, an authentic spread polo collar, and an all-over tonal jacquard pattern woven into the fabric. As an in-house club production rather than an official Kappa reissue, the original manufacturer branding and sleeve tape have been replaced with a stylish cursive "Barça" script on the chest and repeated along the sleeves.
Complementing the jersey, the retro capsule also includes matching blue shorts with branded side striping, an 1899 striped knitted sweater, and period-inspired socks, alongside optional #10 printing on the back of the shirt.
The Barcelona 1992-95 retro collection is available now exclusively through the official Barça online store and physical club shops, with the flagship shirt priced at €69.99.