When Germany won their first World Cup title in 1954, coach Sepp Herberger is said to have said in the rain in Bern: “Adi, cheer up!” And Adi Dassler, the founder and namesake of Adidas, screwed his special studs onto the soccer shoes that the whole world would soon wear. The World Cup final became the miracle of Bern and Dassler became the nation’s cobbler, sitting in the coaching bench. Three more world championship titles followed, wearing Adidas shirts.
And just a week ago, the DFB and Adidas caused a stir with a pink away jersey for the first time and a celebrated advertising clip. And when in another clip they anticipated and dissected the criticism from men who felt their masculinity was attacked by a pink jersey, it looked like a departure into newer, cooler times. You didn’t know anything like that from the German national team. Not from the DFB and not from Adidas, who still have a stuffy image.
