German sportswear giant Adidas has renewed its partnership with Italian soccer team Juventus for another ten years. The extension continues the long-standing relationship between the two, which began in the 2015/16 season. The companies described the agreement as a strategic step that would allow them to “continue to imagine new collaborations and explore new horizons together”. Commenting on the news, Sam Handy, General Manager of Adidas Football, said that with Juventus “we have experienced incredible moments together” that have “seen the club dominate on the pitch and collect twenty-eight trophies”. “We look forward to continuing to provide players with cutting-edge sportswear technologies and fans with the most iconic jerseys and lifestyle apparel through 2037,” Handy continued. The new agreement will take effect from the 2027/28 season and will then cover all Juventus teams through the 2036/37 season. According to Reuters, the partnership renewal would be worth 408 million euros.