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Nayeemul Islam
Junior Content Marketer
Insights / 3 Min.
The wait is nearly over. The UEFA Women’s EURO 2025 is set to kick off in Switzerland, and the football world is buzzing with anticipation. While fans eagerly await the action on the pitch, there’s another competition already, this one among the brands responsible for dressing the national teams.
In this post, we break down the brands behind each Women’s EURO 2025 national team, revealing who’s leading the charge in the kit game, who’s expanding their footprint, and what these deals tell us about the evolving landscape of women’s football marketing. We saw the outfitters of EURO 2024, now let’s do it for this year’s Women’s EURO.
The Three Stripes are holding strong in the Women’s EURO 2025 lineup, outfitting six national teams: Belgium, Germany, Italy, Sweden, Spain, and Wales. Adidas’ deep-rooted legacy in international football continues to shine, especially with powerhouse teams like Germany and Spain on their roster. With a focus on high-performance materials and sleek, modern designs, the brand is doubling down on its commitment to women’s football and global representation.
Check out the Adidas kits at Women’s EURO 2025:
Wondering who are the sponsors of Women’s EURO 2025? Check it out.
Nike outfits six national teams at this year’s tournament: England, Finland, France, Netherlands, Norway, and Poland. Known for its bold designs and campaigns that champion athlete empowerment, Nike continues to push the boundaries in both kit aesthetics and storytelling. With high-profile teams like England and France under its wing, the Swoosh maintains a dominant presence in the women’s game.
Check out the women’s national kits that are doing it this Euro:
Puma outfits three teams at this year’s tournament: Iceland, Portugal, and hosts Switzerland. While the brand may have fewer teams than its competitors, Puma’s strategic partnerships offer high visibility, especially with Switzerland playing on home turf. Known for its distinctive kit templates and performance-driven apparel, Puma continues to carve out a unique identity within the international football landscape.
Take a look at these kits by Puma:
A niche player with a passionate following, Hummel brings its signature chevrons to Denmark’s national kit. The Danish brand prides itself on heritage, identity, and innovation - elements that resonate with Denmark’s dynamic playing style and rich football culture. While Hummel may only have one team in the tournament, its distinct design language ensures it won’t go unnoticed.
How does the only Hummel kit of the Women’s EURO 2025 look? Check it out:
Italy donned Puma kits in the Women’s EURO 2022 but is proudly representing Adidas this year.
Portugal competed in Nike kits during the 2022 tournament. Ahead of EURO 2025, they made the switch to Puma.
Adidas and Nike seem to be the outfitters of choice for the top women’s football teams in this EURO. 8 of these top 10 teams are either kitted by Nike or Adidas. With one entry in the top 10, the rest of the Puma teams are settled in the bottom half. Denmark is currently placed 7th among the participating nations, so Hummel wouldn’t feel too bad about that.
Behind every kit lies more than just fabric and design, it’s a statement of alignment, ambition, and identity. As women's football continues its rapid rise, the battle between outfitters reflects a broader race for cultural relevance and long-term influence. With each stitch and stripe, brands aren’t just outfitting teams, they’re outfitting the future of the game.
