Will adidas change its strategy for Elite clubs?

According to well-informed sources, from next season adidas could revolutionize the so-called sponsorships pyramid that divides the clubs that wear the Three Stripes into various levels, or tiers. Sporting brands usually use a pyramid structure to differentiate contracts with various clubs, which correspond to agreed-upon amounts, all seasonal activations related to the club, and of course the kits and lifestyle collections with both logos, that of the sponsor and the club. Obviously, the more important and international the brand, the higher and more intricate its pyramid will be, with many levels to climb to reach the top, and adidas' is one of the steepest in the sportswear landscape. However, from next season, some hierarchies that were considered consolidated at the top of the Three Stripes could change, and this earthquake has only one name, that of Bjørn Gulden.

The former CEO of PUMA from 2016 to 2022 and from 2023 in the same role at adidas has made a name for himself by expanding the main tiers of sporting brands, thus guaranteeing more clubs bespoke kits and special collections. So, in addition to the now legacy clubs for the Three Stripes, Real Madrid and Manchester United, and the other Elite clubs that include Bayern Munich, Juventus, and Arsenal - the five that this season have received the third kit adorned with the adidas Originals Trefoil - AS Roma, Celtic Glasgow, and Newcastle United could also be added from the 2025/26 season. Furthermore, of course, Liverpool, which will switch from Nike to adidas next season, will further increase the number of top clubs for the German brand.

We will therefore see even more special kits made by adidas for next season, even more lifestyle collections, and more collaborations with Originals, and above all more long-sleeved Away shirts, one of the current prerogatives of only Real and United. But also more space for women's clubs, which will receive their bespoke kits, and for local communities with specific activations that can further expand the reach of clubs sponsored by the Three Stripes.