English club Liverpool FC has officially unveiled its 2026/27 home and away kits in collaboration with adidas, drawing inspiration from the club’s iconic 1989 design era. The new collection pays tribute to Liverpool’s historic late-1980s identity, a period closely associated with legendary figures such as Kenny Dalglish and the club’s league success during that era….
El Clásico continues to be much more than a football match. The latest showdown between FC Barcelona and Real Madrid CF once again highlights not only the rivalry on the pitch, but also the battle between some of the world’s biggest brands. According to the annual Sport&Entertainment Sponsorship Barometer published by SPSG Consulting, Nike and…
Bayern Munich and adidas have officially unveiled the club’s new home kit for the 2026/27 season, confirming that it will make its debut this Wednesday during the UEFA Champions League second-leg clash against Paris Saint-Germain. The early launch reflects a growing trend in elite football, where clubs increasingly introduce next season’s kits before the current…
Adidas has started the 2026 fiscal year with strong growth, reporting an 11% increase in net profit in the first quarter, reaching €484 million, according to its latest earnings release. The German sportswear giant also posted a 14% rise in net sales, totaling €6.6 billion for the period. Operating profit increased by 16% year-on-year, or…
adidas has unveiled its FIFA World Cup 2026™ Home Jerseys Pet Collection, extending the tournament’s official designs to a new audience: pets. For the first time, the sportswear brand is offering replica jerseys for dogs and other pets, allowing fans to match with their four-legged companions. The collection features designs inspired by the home kits…
Bundesliga has announced a major long-term agreement with Adidas, extending its role as official match ball supplier for both the Bundesliga and Bundesliga 2 until 2034. The deal, which begins in the 2026–27 season, replaces previous supplier Derbystar and secures Adidas as the league’s official ball partner for an additional four seasons beyond its previous…
For nearly a decade, breaking the two-hour marathon barrier was treated as sport’s ultimate frontier, a vision heavily marketed by Nike. On Sunday, that vision became reality — but not in the way Nike imagined. Sabastian Sawe ran 1:59:30 at the 2026 London Marathon, becoming the first athlete to complete a marathon in under two…
Adidas has launched Flamengo’s new white kit for the 2026 season, in a release that carries strong symbolic weight and redefines the club’s traditional away shirt. The Brazilian giants confirmed that the white strip will no longer be labeled as an “away kit†but will instead be officially designated as a “white home kit,†reflecting…
French rugby rising star Louis Bielle-Biarrey has taken a significant step in his off-field career by joining Adidas as a brand ambassador, marking a notable shift in his commercial profile. The 22-year-old winger, who plays for Union Bordeaux Bègles, has quickly established himself as one of the most exciting talents in world rugby. His breakout…
Mary Fowler has signed a landmark sponsorship agreement with Adidas worth $10 million over five years, setting a new benchmark in women’s football endorsements. The 23-year-old Manchester City Women forward becomes one of the highest-paid female players globally in terms of equipment deals. Adidas Builds Star Portfolio The agreement extends an existing partnership, with Fowler…
