Shirt Wars: Adidas, Nike, Puma, and the Future of Football Kits

The soccer jersey game isn’t just about fabric and logos. It’s about money, prestige, and fan culture. In this episode, we dive into the changing landscape of kit manufacturers across Europe’s top five leagues.

We break down Adidas’s surge to the top, Nike and Puma’s strategies to stay competitive, and the rise of challengers like Castore, Umbro, and Macron. From record-breaking sponsorship deals to the growing role of sustainability and fan-driven design, this conversation explores how jerseys are shaping not just the game, but the business of football itself.

What We Cover:

• Why Adidas is dominating the Premier League with nearly 40% of clubs.
• The record kit deals fueling Manchester United, Arsenal, Liverpool, and Manchester City.
• How smaller brands are carving out a niche against the Big Three.
• Key market trends: customization, e-commerce, and sustainability.
• The fan experience—why design and storytelling matter as much as the logo.