Melbourne Storm Announce adidas as Official Apparel Partner

Melbourne Storm has finalised a multi-year commercial agreement naming global sportswear brand adidas as the club’s Official Apparel Partner.

The partnership encompasses technical kit supply across the premier National Rugby League (NRL) squad, alongside the club’s elite male and female pathways and academy programs.

The official on-field debut of the three-stripes kit will take place during the opening round of the 2027 NRL season, when Craig Bellamy’s side travels to Las Vegas for the club’s inaugural regular-season fixture on U.S. soil. The partnership launch was accompanied by a custom brand film featuring key first-grade players Trent Loiero, Harry Grant, Cameron Munster, Sua Fa’alogo, and Jahrome Hughes alongside club legends Robbie Kearns, Ryan Hoffman, and head coach Craig Bellamy.

Melbourne Storm chief commercial and customer officer, Tayah Bot, emphasised the value of joining adidas’ international roster of high-performance sporting partners.

“Melbourne Storm has always prided itself on being a Club built different, and adidas is a partner that shares our ambition, our values and commitment to excellence.”

“We’re incredibly proud to welcome adidas as our Official Apparel Partner and to join forces with one of the world’s most iconic sporting brands.

“We can’t wait to see our new adidas playing kits, training wear and lifestyle apparel across our Melbourne Storm NRL and Pathway programs and throughout our community.

“There’s no better way to launch our partnership than debuting our new NRL jersey on the world stage in Las Vegas to kick-off our 2027 season,” Bot said.

Highligting the cultural alignment between the two organisations, GM of adidas Pacific, Rachel Howard, said: “Melbourne Storm has built a strong and distinctive identity through its commitment to discipline, resilience and performance, and those qualities are what make this partnership such a natural fit for adidas.”

“We’re excited to bring the Three Stripes to Melbourne Storm, and work alongside the Club’s players, members and fans as we look ahead to the 2027 season and beyond,” Howard said.

Inventory Scope and Commercial Integration

The technical apparel agreement covers a comprehensive design and manufacturing portfolio for both performance and consumer markets:

• Elite Performance & Training: Custom playing kits, high-performance training gear, and sideline apparel for the senior NRL squad, elite development pathways, and junior academy teams.
• Retail & Lifestyle Apparel: A dedicated leisure, off-field, and fan merchandise collection distributed through official club retail channels and international adidas storefronts.
• Launch Roadmap: The inaugural pre-season training range will roll out in November 2026, with the official 2027 NRL home and away playing jerseys slated for public unveiling later in the year.

adidas Pacific operates as a subsidiary of adidas AG, located in Herzogenaurach, Germany, which reported global revenues of €24.8 billion for the 2025 financial year.

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