May 23 – Hertha BSC will bring its 26-year partnership with Nike to a close at the end of the 2024/25 season, ending one of the Bundesliga’s longest-standing kit supply deals.
The collaboration, which began in 1999, has seen the Berlin club and the swoosh brand through decades of change – from Bundesliga stability to relegation battles, stadium redevelopment, and shifts in commercial football strategy. In a landscape where most kit deals turn over every five to seven years, Hertha’s relationship with Nike stood out for its longevity and consistency.
When the deal was signed, Hertha were re-establishing themselves in the German top flight. Over the next two decades, the Nike logo became an embedded part of the club’s identity, worn by generations of players and fans. Beyond match kits, Nike also supported youth development and community programmes – a deeper integration than seen in many modern technical partnerships.
Despite fluctuations on the pitch, Hertha’s kits – particularly the signature blue-and-white stripes – have remained a cultural anchor for supporters. Club executives noted the role of Nike in shaping a visual identity that extended well beyond the capital.
But with change comes opportunity. As Hertha prepares to announce a new kit partner for the 2025/26 season, the club is entering a pivotal moment to reimagine its branding, merchandising, and global reach.
The move reflects broader trends in the football apparel market: clubs seeking more tailored deals and control over product design, and major brands like Nike focusing on a leaner portfolio of global heavyweights. For Hertha, this is as much a strategic reset as it is a farewell – a chance to modernise its commercial approach as it rebuilds both on and off the pitch.
Contact the writer of this story, Harry Ewing, at moc.l1748035862labto1748035862ofdlr1748035862owedi1748035862sni@g1748035862niwe.1748035862yrrah1748035862