“I can hardly imagine the German jersey without the three stripes”, the emblematic sign of Adidas. However, the German Minister of the Economy and Vice-Chancellor Robert Habeck will have to get used to it. The National Football Federation (DFB) revealed this Thursday, March 21, a partnership with the American giant Nike for the period 2027-2034, ending 77 years of loyalty to the Bavarian company Adidas.
A real earthquake which is causing turmoil in the country less than three months before the start of men’s Euro 2024 on German soil (June 14 – July 14), particularly in the highest German political spheres. “Adidas and black-red-gold”, the colors of the German flag, are “inseparable”, as “a part of the German identity”, continued Economy Minister Robert Habeck. “I would have appreciated a little more local patriotism,” tackled the environmentalist.
“Error,” declared Health Minister Karl Lauterbach, regarding the choice of an American company to equip the Mannschaft, deploring that “trade destroys a part of the homeland and a tradition”. “The national team which plays with the three stripes, it was as clear as the ball is round and that a match lasts 90 minutes”, was also moved by the conservative Markus Söder, head of government of Bavaria, region of southern Germany and birthplace of Adidas.
The affair even went up this Friday until… Olaf Scholz: questioned on this subject after an EU summit in Brussels, the German chancellor preferred to kick in. “The DFB has decided, they didn’t ask my opinion,” he said, adding that “the important thing is that goals are scored.” In sporting jargon, we call it kicking.
“A matter of money”
Because beyond political circles, disapproval is widespread in the country. “It’s a matter of money again,” points out the influential magazine Der Spiegelwhile information from the economic daily Handelsblatt, unconfirmed, report a contract worth 100 million euros per year. According to the popular newspaper BildAdidas boss Bjorn Gulden proposed an improved last-minute offer on Wednesday, between 60 and 65 million per year.
A real “affront” for the group based in Herzogenaurach, a little over a week after the presentation of its collection of jerseys for the Euro, including one with a gradient of pink and purple which had caused a lot of talk in the country, also emphasizes daily life South German Zeitung. It is in this town in Bavaria, where the equipment manufacturer was born after the Second War and where it still has its headquarters, that the Mannschaft will set up its base camp during the upcoming Euro. Adi Dassler, founder of the group, personally screwed on the crampons of German striker Fritz Walter before the won final of the 1954 World Cup, which sealed the link between Adidas and the selection.
“Incredible, the national team belongs to Adidas, it’s incomprehensible that we can choose an American giant” in its place, reacted to AFP Moritz Steinmann, 25 years old, student and football fan in Frankfurt, then that there are countless comments from inconsolable or angry fans on social networks.
“We understand the emotion”
The German football federation, for its part, had already anticipated the negative reactions. “We understand any emotion,” she said on X a few hours after the contract was announced. The break with Adidas “does not leave us cold”. But Nike presented “by far the best economic offer”, justified the federation, which will allow it to fulfill all its commitments, including in favor of the sustainable development of women’s football and the promotion of amateur sports.
Given the DFB’s financial problems, it’s “a good deal that comes at the right time”, said Christoph Breuer of the Cologne Institute for Sports Economics and Sports Management to AFP . “Tradition doesn’t pay the bills,” summed up Bild.
In a Germany in full economic slump, which doubts its attractiveness, the ousting of Adidas further darkens the picture, after another symbol of German industry bit the dust: the car manufacturer Volkswagen was ousted as a partner of Euro 2024 by its young Chinese rival BYD.