PUMA and Borussia Dortmund Extend 12-Year Collaboration With New Fanwear Launch in 2025

PUMA and Borussia Dortmund are strengthening their legacy of innovation and fan connection with a renewed partnership and the launch of fresh fanwear for the 2025 season.

HERZOGENAURACH, Germany — Global sportswear leader PUMA has extended its long-standing partnership with Borussia Dortmund (BVB), reinforcing their shared vision for football excellence and fan engagement. This renewed agreement ensures PUMA  will continue to create products that celebrate BVB’s energetic style and connect with the club’s worldwide fanbase.

A Partnership Highlighted by Success

Since joining forces in the 2012/13 season, PUMA and Borussia Dortmund (BVB) have enjoyed a period marked by significant achievements. BVB reached the UEFA Champions League finals in both the 2012/13 and 2023/24 seasons and secured the German DFB Cup in 2016/17 and 2020/21. The club’s competitive drive remains strong, with Borussia Dortmund currently competing in the FIFA Club World Cup and advancing to the round of 16.

BVB’s impact extends beyond the pitch. The club leads European football in matchday attendance, with over 80,000 fans filling Signal Iduna Park on average. This vibrant atmosphere, fueled by the legendary “Yellow Wall,” is a reflection of the club’s lasting appeal and the deep bond it shares with its supporters.

Commitment to Shared Values

The extended partnership between PUMA and Borussia Dortmund is more than a contract—it’s a demonstration of mutual values and a shared commitment to innovation and community in sport.

“By extending our long-term partnership with BVB ahead of schedule, we are showing how deeply committed we are to the club and its values,” Matthias Bäumer, Chief Commercial Officer at PUMA said. “Season after season, we are inspired by the club’s incredible fan culture, the passion of the legendary Yellow Wall and the team’s attractive style of play. We look forward to continuing to write German football history together.”

Borussia Dortmund’s leadership also highlights the unique synergy that has driven the partnership’s success.

“Our partnership with PUMA has worked so well, because our views of the sport and our values are so closely aligned,” Carsten Cramer, Managing Director of Borussia Dortmund said. “What we have achieved together so far could not have been done with any other partner and we are very excited to continue on this path for the coming seasons.”

Looking Ahead: New Fanwear and Continued Innovation

Under the renewed contract, PUMA will keep supplying kits and apparel for all Borussia Dortmund teams, including men’s, women’s, and youth squads. The partnership will also bring new replica and fanwear products for 2025, allowing fans everywhere to proudly display their support.

This collaboration is about more than outfitting a club—it’s about inspiring millions, supporting the next generation of athletes, and celebrating the energy and tradition that make Borussia Dortmund one of Europe’s most admired teams.

With this renewed alliance, PUMA and Borussia Dortmund are set to continue their journey—delivering innovation, style, and passion to the global football community for years to come.