Nike Kicks Off a New Era for Women’s Football in Germany
Europeans are reaching for their national team jerseys as a summer of football begins. Hopes are especially high for the German national women’s team, who are entering the competition with their eyes set on securing their ninth title. In 2022, victory was in sight—their dreams dramatically shattered in the final's 110th minute when the Lionesses' Chloe Kelly cemented a 2-1 win for England at Wembley in front of a record-breaking 87,192 spectators.
Giulia Gwinn, Germany's newly appointed captain and Nike athlete, isn’t fazed and leads the team to Switzerland with confidence. "I’m excited; I feel great," she says with calm assurance when we catch up during Nike’s Female Future Football Forum (FFFF) retreat.
The FFFF is an initiative Nike established to promote women's football and empower female athletes. As part of the program, the Swoosh hosted a two-day “send-off” retreat ahead of kick-off, where 19 players from the German national team got together in the South of Germany.
The experience began with a stylish shoot and continued with a day of uplifting activities in the serene surroundings of Tegernsee Lake. From a morning hike in the mountains to yoga and sailing, and a private dinner overlooking the spectacular lake, the team could take a breather from the intensity of pre-tournament preparations.
Nike will take over sponsorship of the German Football Federation (DFB) in 2027, when it'll become the official provider of kits and equipment to the men’s, women’s, and junior teams. DFB partnership aside, the Swoosh already has strong ties to the women’s team. Fourteen players are sponsored by Nike, including Gwinn and top seeds Klara Bühl, Selina Cerci, and Sjoeke Nüsken, to name just a few. This group has quietly become the most influential roster in women’s football in Germany.
While the official DFB partnership launch might still be pending, Nike’s intentions couldn’t be clearer: it's ready to ignite the German women’s game and give it the stage it deserves internationally. With a new generation of talent stepping up and more eyes on women's football than ever, you can expect to see—and hear—a lot more from these players in the seasons to come.
