adidas and Juventus have extended their partnership for another 10 years, a decade on from signing their first deal.

I Bianconeri have been dressed by the Three Stripes since 2015, a move that ended their 12-year partnership with Nike. Since then, the two have produced some iconic kits, with a new deal paving the way for many more.

The contract is said to be worth up to €408m, and will see their relationship cross the 20-year mark, According to the club, the new deal will not only continue to strive for style on the pitch, it will also see them maintain a pursuit of bridging the game with with fashion, music and wider culture.

While a contract extension between these two comes as no surprise, it does arrive as several clubs and federations switch sides when it comes to their kit game. Though adidas did secure a big coup in reuniting with Liverpool, they did lose out on home soil, with Nike securing a shock deal with the German National Team from 2027.

Their partnership has been at the centre of huge crossovers — planned and unplanned — between football and culture, namely their collaboration with streetwear giants Palace, and the iconic photo of Drake wearing their 2015/16 away shirt. With their new deal running until 2037, there's plenty of time for more memories to be made.