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.
Sturm Graz 26-27 Home, Away & Third Kits Released
The new Sturm Graz home, away, and third kits for the 26-27 season were officially unveiled today. Produced by Nike, the new kits will be worn by the Austrian Bundesliga club during their upcoming domestic and European campaigns.
The Nike SK Sturm Graz 26-27 home jersey has a no-nonsense design in black, anthracite and white. It boasts a dual tone quarter design with a tonal Nike logo.
The collection is rounded off by the Nike Sturm Graz 26-27 away and third shirts, which provide distinct alternative looks for the team's travels. Notably, the third option is once again designated as the 'Steiermark' kit, paying tribute to the club's home region of Styria. The away is white with black pinstripes.
Erzgebirge Aue 26-27 Home, Away & Third Kits Released
German club FC Erzgebirge Aue has officially unveiled its new Nike home kit for the 26-27 season. Launched under the motto 'noble and tradition-conscious', the new shirt will be worn during the team's upcoming campaign in the Regionalliga Nordost.
Produced by Nike, the Erzgebirge Aue 26-27 home kit features a the usual purple base color, complemented by subtle white stripes. In contrast to the home kit, the away and third kits have very basic looks.
England vs Norway 2026 World Cup Quarter-Final Kit Matchup Confirmed
The kit matchup for the 2026 World Cup quarter-final between England and Norway has been confirmed ahead of their clash in Miami on July 11. England will be wearing an all-white combination, while Norway will take to the pitch in a red, navy, and navy setup.
Norway’s choice of navy shorts and socks with their red home shirt provides a strong contrast against England's uniform. Still, it is an unexpected choice.
Norway utilized an all-red variant in their matches against Iraq and France, before wearing their traditional red, white, and blue combination in the round of 16 against Brazil.
Monterrey 26-27 Home Kit Released
Puma has officially unveiled the new CF Monterrey 26-27 home kit, bringing a classic yet locally inspired design to the Mexican club. Launched under the campaign slogan EnLaVidaYEnLaCancha, the new jersey pays tribute to the team's passionate fanbase, the city of Monterrey, and its cultural identity.
The CF Monterrey 26-27 home shirt features the club's traditional blue and white vertical stripes. It is styled with an odd one-button crewneck collar. Adding a contrasting pop of color to the striped base, the Puma Big Cat logos on the chest and sleeves are applied in red.
Hellas Verona 26-27 Home Kit Released
Hellas Verona and Joma have officially unveiled the club's new home kit for the 26-27 season. The launch featured a special appearance by club legend Preben Elkjaer Larsen, presenting the new shirt against the backdrop of Porta Nuova, a monumental gateway to the city's historic center.
The Joma Hellas Verona 26-27 home jersey boasts a modern cross design - a mainly navy-blue base is combined with a fading cross.
Additional bespoke details complete the design. The phrase "Dai Verona" is printed on the back of the collar, while the inside of the neck reads "We Are Hellas", emphasizing the strong connection between the club and its fanbase. The Hellas Verona 26-27 home strip is rounded off with blue shorts and blue socks.
FC Metz 26-27 Away Kit Released
The new FC Metz 26-27 away kit was officially released this evening.
The Kappa FC Metz 26-27 away shirt introduces a stylish look in white with a standout collar im green, black and orange.
England Euro 2028 Home Kit Concept Based on Leaked Nike Template
Following on our leak of the Nike 28-29 template, kit designer @podders1981 has created a concept showing how the England Euro 2028 home shirt could look. The template, which is set to be used for the upcoming European Championship, introduces distinct new paneling and details that will shape the design of future national team kits.
The England Euro 2028 concept features a traditional white base combined with striking red accents on the collar and side panels, seamlessly adapting the new Nike template elements to the classic Three Lions aesthetic.
While this is simply a fan prediction based on the leaked technical drawings, it offers an early glimpse into how Nike's upcoming design language might be applied to their elite national teams when the tournament arrives.
Bradford City 26-27 Away Kit Released
Bradford City AFC has officially revealed its new 26-27 away kit, made by Macron. The release was confirmed by the club earlier today, with the new strip available to purchase immediately online and in-store starting July 8.
The Macron Bradford City 26-27 away shirt introduces a clean design with a geometric pattern running throughout the fabric. The predominantly white base is contrasted by distinct amber and claret trim, ensuring the club's traditional colors remain prominent on the collar and cuffs.
Fans have quickly noted the retro feel of the Macron Bradford City 26-27 away kit. The overall look serves as a nostalgic throwback to the Bradford City home shirt worn between 1978 and 1981, effectively blending historical inspiration with modern styling for the upcoming season.
Adidas Celebrates Messi and Argentina Following World Cup Comeback
Following Argentina's 3-2 comeback victory against Egypt in the round of 16 of the 2026 FIFA World Cup, Adidas Football has posted an image to celebrate Argentina & Lionel Messi. The brand posted a simple message featuring five goat emojis alongside their campaign hashtag #YouGotThis, acknowledging the captain's status as the Greatest of All Time.
The match was a rollercoaster for the defending champions, who found themselves trailing 2-0. Despite Messi missing a penalty in the first half, a late surge saw Argentina score three goals to win the game.
The post aligns with Adidas' ongoing Trionda campaign and their continuous support for the Argentine legend during the tournament. The timely reaction highlights the strong connection between the brand and one of their most iconic athletes on the global stage.
