Nike’s exclusivity clause ends Marc O’Polo’s two-year run as the German national football team’s fashion partner, adding to adidas’s exit after 70 years.
Nike’s move into DFB territory extends beyond the pitch. Nike sealed its deal with the German Football Association (DFB) back in 2024, agreeing to become the federation’s exclusive kit supplier from January 2027 and ending an adidas partnership of more than seven decades.
German sport outlet Sport1 first reported that the same agreement also removes Marc O’Polo, the German fashion label that became the DFB’s official off-field clothing partner only in January 2025, a detail since picked up by several other German outlets, who also reported that the DFB confirmed the non-renewal when asked directly.
Nike’s contract, reportedly worth more than €100 million a year through 2034 (roughly double what adidas paid), carries full exclusivity across all clothing categories. That leaves no room for a separate travel-wear or casual-wear partner alongside the kit deal, a coexistence adidas had tolerated with Marc O’Polo.
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Adidas’s send-off is already underway: its black farewell shirt debuted against the Netherlands on September 24, a one-off early release cleared by UEFA. Germany then lost 0-1 to Greece on September 27 in its regular white home kit, its first-ever defeat to that opponent under new head coach Jürgen Klopp. Serbia (October 1) and a Greece rematch (October 4) follow before Nike’s exclusivity begins January 1, 2027.
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