The news hit like a bombshell. Yesterday evening, the German federation (DFB) officially announced that the American firm Nike would become the future equipment supplier for the German national teams from 2027. A twist putting an end to more than 70 years of collaboration between Germany and the local adidas company. To justify the choice of the DFB, the chairman of the board of directors of the German Federation, Holger Bask, declared: “the brand presented by far the best economic offer and also impressed with its vision, which also includes a clear commitment to the promotion of amateur and grassroots sports as well as the sustainable development of women’s football in Germany”.
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A vision that is not shared by everyone on the other side of the Rhine. Clearly, many German citizens as well as several members of the political class do not at all accept the DFB’s decision to have sidelined the German sports equipment giant in favor of the American Nike. This is the case of the Minister of the Economy, Robert Habeck. “I can hardly imagine the German jersey without the three stripes. For me, Adidas and black-red-gold have always been together. It is a piece of German identity. I would have liked a little more local patriotism”, he confided on his social networks. A feeling shared by the Minister of Health, Karl Lauterbach. “Adidas should no longer be the national football jersey? An American company instead? I think it’s a bad decision when trade destroys a tradition and a piece of heritage…”
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It is not only the political class that is moved by this historic change. Even the coach of the German Espoirs, Antonio Di Salvo, showed great astonishment when he heard the news. “It was very surprising. I did not expect that. It’s not my place to talk about it.”, he confided the day before the Espoirs match against Kosovo. A surprise that adidas seems to share. The brand with the three stripes reacted yesterday to the announcement. And obviously, she didn’t see the blow coming. “We were informed today (yesterday) by the DFB that the association will have a new supplier from 2027”, declared very briefly a spokesperson for the equipment manufacturer. On the other hand, you don’t need to be a soothsayer to know that Nike is jubilant. “This is great proof that when we do our best, no one can beat us. The DFB is a legendary global football force. Nike showed itself in its best light »declared the boss of the swoosh brand, John Donahoe.
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However, faced with the scandal caused, the DFB was forced to communicate once again after the announcement of the future partnership with Nike. “We understand all your emotion. For us too, as a federation, it is a decisive event when it is established that a partnership, which has been and remains marked by many special moments, is ending after more than 70 years. This does not leave us indifferent. However, the German Football Association is primarily committed to German football and its development. This is what we place above all else – in the minds of more than 24,000 football clubs, 2.2 million active players, the many volunteers and almost 55,000 referees. The DFB has a unique characteristic: it is a specialized sports federation which finances its member associations, its base in the amateur field. She puts the money into football. So that football remains a popular sport. In this context, the DFB must make economic decisions. Nike made by far the best financial offer in a transparent and non-discriminatory tender. The future partnership with Nike ensures that we can continue to fulfill our central tasks for football over the next decade. We are happy about it. At the same time, it is clear that we will live and enjoy the collaboration with our long-time partner adidas with full commitment until the last day. » And to better understand the economic argument put forward by the DFB, the media Handelsblatt announced yesterday that Nike would pay a minimum of €100 million per season, while Adidas “only” paid €50 million.
Pub. 03/22/2024 2:15 p.m. Updated 03/22/2024 2:52 p.m.
2024-03-22 13:15:16
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