South Africa’s national football teams are set to undergo a major transformation as Adidas prepares to become the official kit sponsor, replacing Le Coq Sportif beginning January 1, 2026. This shift marks a significant return for Adidas, which previously partnered with South Africa from 1998 to 2011, a period fondly remembered by fans, especially during the historic 2010 FIFA World Cup hosted on home soil. The reintroduction of the iconic three stripes is being welcomed with enthusiasm, as it signals not only a brand upgrade but also a renewed sense of ambition for South African football.
The decision to part ways with Le Coq Sportif follows growing dissatisfaction with the French brand’s performance over the past few years. Since its partnership began in 2020, the company has faced criticism for inconsistent merchandise quality, delayed deliveries, and limited availability of replica kits for fans. These concerns were compounded by financial instability, including bankruptcy proceedings in France, which cast doubt on the brand’s ability to sustain its commitments. Despite its efforts to maintain a presence in South African sportswear culture, Le Coq Sportif struggled to meet the expectations of both the South African Football Association (SAFA) and the broader football community.
Adidas emerged as the preferred choice after a competitive bidding process that included major global brands such as Nike, Puma, Kappa, and Macron. SAFA was reportedly impressed by Adidas’s presentation, global reputation, and commitment to innovation and performance. The new kits are expected to debut after the 2025 Africa Cup of Nations, with Bafana Bafana likely to wear them in friendly matches and potentially in the 2026 FIFA World Cup qualifiers. The move is seen as a strategic effort to elevate the image of South African football and align it with international standards.
While Le Coq Sportif continues to promote its products locally, its departure from the national team scene marks the end of a chapter. The brand’s influence in fashion and lifestyle circles may persist, but its role in shaping the identity of South African football will now be passed on to Adidas. For fans, players, and officials alike, the transition represents more than just a change in apparel, it’s a statement of intent, a nod to the past, and a step toward a more competitive future. With Adidas back in the fold, South Africa’s football teams are poised to enter a new era of style, performance, and global recognition.