Adidas will replace fellow German sportswear giant Puma, which has been Feyenoord’s apparel sponsor since the 2009-10 season. The Rotterdam club previously wore Adidas kit between 1991 and 2000. 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.