Bayern Munich & Adidas CEOs Talk About Kits & Address Design Controversies

Bayern Munich CEO Jan-Christian Dreesen and Adidas CEO Björn Gulden have provided a remarkably candid insight into the philosophy behind the club's often-debated kit designs at the SPOBIS sports business event, while simultaneously announcing a clear return to traditional values for next season. Huge thanks to FCB Inside for nicely covering the topic.

Bayern Munich Promise Return to Classic Designs After Adidas CEO and Club Chief Address Kit Controversy

Dreesen emphasized the deep historical connection between Bayern and Adidas, stating that the 60-year partnership is fundamental to both parties, and that he cannot imagine the Bayern shirt without the three stripes. He acknowledged the emotional significance of the club's colors and their composition, describing the jersey as representing identity, homeland, success, and recognition.

However, Dreesen also openly addressed the inherent conflict in every new kit release, explaining that from a designer's perspective, innovation is necessary each year, especially when multiple jerseys are produced per season. The central challenge, he noted, is finding the balance between honoring tradition - what fans see as identity-defining elements like the classic red color scheme) - and introducing fresh modern touches. He didn't shy away from the commercial reality, stating plainly that "we also want to sell shirts," and that producing identical kits year after year wouldn't be viable for either Adidas or Bayern.

Bayern München 26-27 Home Kit

The Adidas Bayern Munich 26-27 home football shirt keeps the club’s traditional red base with slightly darker tonal pinstripes running down the shirt. This effect adds depth and texture without straying from Bayern’s instantly recognizable identity.

Bayern München 26-27 Home Kit Leaked

Adidas CEO Gulden went further by revealing a counterintuitive market dynamic: the more criticism a kit receives, particularly second or third jerseys, the better it tends to sell. He cited Germany's controversial pink Euro 2024 kit as a prime example, calling it "a disaster" that they had to reorder "a hundred times" due to overwhelming demand. Gulden explained that while the hardcore fan base may initially reject bold new designs, the broader fan community actively seeks out these eye-catching pieces, making attention itself a crucial market factor.

Dreesen also highlighted the generational shift in consumer behavior, noting that younger fans specifically want new colors and designs that draw attention, viewing kits not just as fan apparel but as fashion statements. This demographic approaches clothing differently than previous generations, requiring both club and supplier to adapt their strategies accordingly.

Despite the willingness to experiment, Gulden assured traditionalists with a simple design formula: "You need two classic and one risky." Most significantly, he confirmed that "next year Bayern will be very classic" - we already know the final look of the kit, and he is totally right.

Check out all Bayern München kits on Football Kit Archive

Bayern 2026-2027 Home, Away, Third & Fourth Kits

The Bayern Munich 2026-27 home kit stays true to the club's traditions with a classic design in the iconic red that has defined the Bavarian giants for decades. While exact details are difficult to discern from the pixelated leak, the kit maintains Bayern's reputation for clean, timeless home designs.

Bayern München 26-27 Home, Away, Third, Fourth & Oktoberfest Kits Leaked

Footy Headlines also already knows that the Bayern 27-28 home kit will be more experimental again, with an accent color nobody expected.