Adidas is ahead of Nike
The German Football Association (DFB) recently decided against Adidas or Nike in its bid for the partnership. According to media reports, the partnership is worth €100 million per year to the US sportswear manufacturer – the Herzogenaurach-based company is only paying half that amount.
Undeterred by such financial considerations, consumers in Germany, according to Statista Consumer Insights, prefer the German brand. 53 percent of sneaker owners surveyed in February and March 2024 have Adidas shoes in their closets. Competitor Nike follows in second place with 49 percent. Behind them are Puma , New Balance , and Asics . Incidentally, in the Swoosh brand's home country, the balance of power is exactly reversed. There, Nike is the number one sneaker brand with 58 percent, while Adidas comes in second with 41 percent.
