Feyenoord will be wearing adidas kits again as from the 2014-2015 season. The club and the sportswear producer this week signed a five-year contract, which will come into effect in July 2014. adidas replaces Puma, which has been Feyenoord’s apparel sponsor since the 2009-2010 season. Feyenoord last wore adidas between 1991 and 2000.
Feyenoord’s commercial director Mark Koevermans is delighted to welcome adidas back to Feyenoord. ‘adidas is the number one football brand worldwide,’ he says. ‘It’s also a no-nonsense company that is a very good fit for Feyenoord. The partnership felt right for us the moment we started discussions with adidas.’
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Paul Boerboom, general manager of adidas Benelux, also expressed his delight that all contracts had been signed. ‘We are especially proud and happy to return to Feyenoord. Both the city of Rotterdam and the club Feyenoord are a fantastic fit for adidas. The policy that Feyenoord pursues, by getting to the top with young players it brings through itself, appeals to us hugely. We hope to experience a successful time together with Feyenoord.’
With the arrival of adidas Feyenoord will introduce a new distribution model for official club apparel. From the summer of 2014 the shirts, strips, training apparel and other Feyenoord/adidas sports clothing will be exclusively available through the official Feyenoord sales channels, that is the Feyenoord Fan Shops and the Feyenoord Online Fan Shop.
Lots of clubs have already introduced this innovative distribution model, including many in the English Premier League. ‘First and foremost it means that all of our supporters will be able to go to the Feyenoord Fans Shops at the stadium and on Coolsingel for their shirts,’ says Koevermans. ‘And we recently also opened a new online Fan Shop, which means shirts and strips can be ordered from anywhere. The advantage of this new way of working is that we have full control of distribution, which has a lot of value for the club. Given the developments in retail, this is the future.’