As its home Euro looms fast, a conquering German team presents itself this Saturday at Parc OL, this Saturday, to pass a life-size test against France in a friendly match. On paper, the poster has everything to excite the media across the Rhine. However, they have lost interest a little in recent days to concentrate on the jersey of their selection, now at the heart of a small political crisis.
At issue: the choice of the German Football Federation to engage with Nike for the period 2027-2034, thus ending a 70-year partnership with Adidas. A decision that was quickly moved by the political sphere, regretting that a historic German brand was abandoned for a giant American equipment manufacturer, in a difficult economic context for the country.
“I can hardly imagine the German jersey without the three stripes of the German brand Adidas,” Economy Minister and Vice-Chancellor Robert Habeck immediately reacted. Adidas and black-red-yellow, the colors of the German flag, have always been inseparable for me, as part of the German identity. I would have appreciated a little more local patriotism. »
Nike had made “the best financial offer”
Same story for the Minister of Health Karl Lauterbach, who regretted on X that “money is destroying a tradition and a part of our country”. A position supported by many fans on social networks already nostalgic for the three-striped brand, which had just, a week earlier, presented the German kit for Euro 2024.
Adidas should no longer be the national jersey in football? A US company instead? I think it’s a wrong decision where commerce destroys a tradition and a piece of home… pic.twitter.com/14N4xWCQJa
— Prof. Karl Lauterbach (@Karl_Lauterbach) March 21, 2024
On its social networks, the DFB indicated that it had not been left “indifferent” to all these reactions, indicating that it “understood every emotion” aroused by this “radical event”. But it also justified itself, explaining that it had to follow “economic” logic and confirming that Nike had made “by far the best financial offer within the framework of the call for tenders”. According to several local media, the comma brand would spend 100 million euros per year on this contract.
“It’s real proof that when Nike gives its all, no one can beat us,” commented, without disclosing any figures, John Donahoe, the brand’s president, who also said he was “honored and privileged” of this partnership. These turmoil could in any case indirectly benefit the French Federation, which this week launched its call for tenders for a future equipment manufacturer… And can hope that the increased animosity between Adidas and Nike will inflate prices.
