No More Adidas After 13 Years: Wales to Sign Sudu Kit Deal
Apr 16, 2026, by Phan Tich Giay
- Partnership Change: Wales is ending its 13-year kit partnership with Adidas and signing a new deal with Sudu.
- Sudu's Emergence: Sudu, a relatively new sportswear brand, is replacing Adidas after recently securing a kit deal with Wolverhampton Wanderers.
- Financial Reasons: The switch is reportedly driven by financial pressures due to Wales failing to qualify for the 2026 World Cup.
A massive change is reportedly coming to the Welsh national team. According to a report by journalist Glen Williams in Wales Online, Wales is set to end its long-running, 13-year partnership with Adidas to sign a new kit deal with emerging sportswear brand, Sudu.
Wales to Sign Sudu Kit Deal
The current agreement between Adidas and the Football Association of Wales (FAW) began back in November 2013. This move will officially end one of the most iconic and successful kit partnerships in Welsh football history, a period that saw the team achieve unprecedented success, including reaching the semi-finals of Euro 2016.
Factoring in a previous stint from 1980 to 1984, the Three Stripes brand has been deeply woven into the visual identity of the national team across multiple generations.
The brand stepping up to replace the German giant is Sudu. Sudu is a relatively new player in the football kit market, having recently gained prominence by taking over the kit supply for Premier League side Wolverhampton Wanderers at the start of the 2024-25 season.
While the exact reasons for the switch have not been officially confirmed, the Wales Online report strongly suggests that the financial repercussions of failing to qualify for the 2026 World Cup played a major role.
Missing this summer’s massive tournament means the FAW will lose out on significant anticipated commercial uplifts. This adds heavy financial pressure just as the association is actively pursuing an aggressive long-term investment strategy aimed at improving grassroots facilities, overall infrastructure, and domestic league reform.
Adidas Wales Kits Evolution
With the disappointment of missing the 2026 World Cup behind them, the transition to Sudu is expected to mark the beginning of a major rebuilding phase for the Welsh national team.
All focus and preparation will now shift directly toward Euro 2028, a tournament where Wales will be heavily featured as a co-host alongside the rest of the UK and Ireland.
Are you sad to see Adidas leave the Welsh national team? Do you think the new brand Sudu can deliver a strong kit for the upcoming Euro 2028 cycle? Let us know in the comments below.
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