After DFB Team's World Cup Exit: Jerseys from Adidas and Other Retailers Significantly Reduced in Price

Including discount promotions, the white home jersey with horizontal black, red, and gold stripes across the chest is currently available for about 60 to 80 euros. The regular price of the jersey was 100 euros. The version modeled after the players' jersey, originally priced at 150 euros, is available at many retailers for around 100 euros. Spot checks were conducted on offers at Intersport, SportScheck, Breuninger, Otto, Sport2000, and Zalando.

Sales Forecasts and Disappointment

This repeats a pattern already observed after the group-stage exit in 2022 in Qatar: back then, Adidas, the company from Herzogenaurach, had also halved the prices for home jerseys in its own online shop. This time, however, the World Cup jerseys are still listed at full price at the company from Herzogenaurach.

Sales forecasts had previously been significantly higher. Björn Gulden estimated that more than three million Germany jerseys would be sold overall – "dreimal so viele wie noch bei der Weltmeisterschaft in Katar vor vier Jahren". Intersport CEO Alexander von Preen also stated before the tournament that they wanted to surpass the sales figures from the home Euro 2024. "Die Voraussetzung dafür sei aber ein erfolgreiches Abschneiden der DFB-Elf", so von Preen.

Whether these expectations can still be met after the early elimination was initially unclear. The fact is that demand for fan merchandise typically drops during short tournaments, and retailers counter with discounts. For buyers, the current situation means comparatively low entry-level prices.

End of the Adidas Era: Switch to Nike in 2027

A distinction is made between two jersey variants: a fan version for supporters and a more expensive Authentic version that comes closer to the material and cut of the players' jersey. Both models are affected by the price reductions, with the fan version on average being discounted most heavily.

An additional factor comes into play: the current World Cup jerseys are the last models that Adidas will produce for the German national team. Starting in 2027, the US sporting goods manufacturer Nike will take over the kit supply for the German team. The kit supplier contract between the German Football Association and Adidas thus ends after more than 70 years.

The switch to Nike from 2027 marks the end of a decades-long collaboration and is likely to also occupy the collector and fan scene. Regardless of the future kit supplier, the current jersey range will remain in stores for now – now at significantly reduced prices.