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Feyenoord returns to Adidas

Dutch Eredivisie football club Feyenoord has signed a five-year kit deal with sportswear giant Adidas, effective from July 2014.

Adidas will replace fellow German multi-national Puma, which has been Feyenoord’s apparel sponsor since the 2009-10 season.

The new deal with Adidas coincides with the introduction of Feyenoord’s new distribution model, which will make replica kits, training apparel and other Feyenoord/Adidas clothing available exclusively through the club’s official fan shops and online shop.

“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,” Feyenoord’s commercial director Mark Koevermans said.

Feyenoord previously wore Adidas kit between 1991 and 2000.