Nike replaces Puma in Chivas kit partnership

Nike has signed a multi-year partnership with Chivas de Guadalajara, securing one of Mexican football’s most prominent kit assets as the club end their decade-long relationship with Puma.The agreement makes Nike Chivas’ exclusive sports sponsor and supplier from the Apertura 2026 season, with the first men’s team kit scheduled to debut on July 18.Chivas president and owner Amaury Vergara said: “This partnership marks an important step in the evolution of our club.“Nike brings a global perspective grounded in innovation and athlete service, and together we share a vision for the future while staying true to the identity that defines us as a club.“We are focused on strengthening that connection with our millions of fans and continuing to inspire new generations who see themselves reflected in Chivas de Guadalajara and its legacy.”Nike will supply match kits, training apparel and travel clothing to the club’s men’s and women’s teams, youth Academy, esports operation and technical staff.The partnership replaces Puma, which had supplied Chivas since 2016, and gives Nike control of a major merchandise platform across Mexico and the United States.Chivas estimate that they have more than 40m supporters across Mexico, the US and other international markets, providing Nike with access to a large consumer base across North America.The club’s identity is closely tied to their policy of selecting Mexican players, giving the partnership a distinct domestic positioning within Nike’s wider football portfolio.Camilo Andrade, vice-president and general manager of Nike Football, said: “Chivas de Guadalajara holds a unique place in football culture defined by its rich history, identity and connection to generations of fans.“This partnership represents Nike’s long-term commitment to football in Latin America and a shared vision to build on that foundation while shaping what comes next.“Through innovation and by listening to the voice of the athlete, we are focused on supporting the club as it continues to inspire players and communities across Mexico and beyond.”The inclusion of Chivas Femenil supports Nike’s wider strategy of increasing investment and visibility across women’s football, while the Academy and esports rights extend the partnership beyond first-team kit supply.Chivas and Nike are positioning the agreement under the Futuro Sagrado concept, combining the club’s heritage with product development, community activity and engagement with younger supporters.The July 18 debut will begin the commercial rollout of the partnership, with Nike seeking to convert Chivas’ domestic profile and US supporter base into kit sales and wider brand engagement.