Historically, the costume of the Real Madrid It has always been a catwalk of football stars since the times when Santiago Bernabéu brought together Alfredo Di Stéfano, Raymond Kopa and ‘Pancho’ Puskas. Back then there were no wars between sports brands, although ‘La Saeta Rubia’ was already making its first steps in advertising, advertising stockings, with that ad that so bothered the white president: “If I were better, my wife would wear Berkshire stockings.” Shocking advertisement with the image of Di Stéfano dressed as a footballer on top, and instead of his legs, those of a woman wearing the stockings that were advertised.
Anecdotes aside, next season the Santiago Bernabéu dressing room will bring together the icons of the two major sports brands in the business: Nike and Adidas. On the one hand, Kylian Mbappé. On the other, Jude Bellingham. The two players called to lead the ranks of this industry in the coming years together with the Norwegian Erling Haalandwho has signed a substantial contract with Nike in recent months.
Mbappé, Nike’s entry machine
A man arrives at the white locker room Mbappé who in 2019 signed a contract with Nike for 157 million euros in 10 years. That is, an amount of 15.7 million annually for wearing the brand on and off the pitch. While Haaland signed a contract for the next 20 years of 300 million in 2023, which gives an annual income similar to that of Kylian.
However, the income generated by the Frenchman today is much greater for the Oregon brand. The reason is simple, France is a team that competes for all titles while Norway occasionally competes in the final stages of major tournaments. In fact, there is a clear example of the financial muscle that the French team represents for Nike, which skyrocketed sales of the team’s shirts after winning the 2018 World Cup in Russia. The French Football Federation (FFF) confirmed that it had sold between January 2018 and the end of the first half of 2019 more than one million shirts of the French team and, of course, the most in demand was Kylian’s. One million t-shirts taking into account the sales of the jackets with one star, prior to the World Cup, and those with two stars, after the World Cup. Nike is a technical sponsor of both PSG and the FFF, so it has achieved a great return on its investment by linking it to the image of Mbappé, an undisputed star in his club and his national team.
Bellingham, Adidas’ Jordan
At Adidas, for its part, the explosion of Jude Bellingham At Real Madrid he has finished placing the Englishman in the first position in the ranks of the German brand, which for many years has had Lionel Messi as its biggest star. In fact, Adidas is preparing boots with the exclusive Bellingham logo that will reinforce the launch of the Predator 24, the factory’s star product for this year’s Euro Cup. So, The Madrid player will receive a treatment similar to that which Michael Jordan had in his day at Nike, since Adidas would replicate the idea of Jordan’s mythical ‘Jumpman’ logo, but in this case with the logo of the classic Bellingham celebration with open arms. A movement that Adidas believes will boost the advertising dimension of English in this area.
Bellingham has been an Adidas ambassador since his emergence at Birmingham, aged 16, and is an ambassador of the brand that has also dressed Real Madrid for many seasons. A symbiosis that the Germans hope to make profitable in this Euro Cup year. Real Madrid is Adidas’ reference club, not only for dressing the team, also for having had among its footballers some of the main team stars like Kaká, Zidane, Benzema, Kroos and now Bellingham.
A dominance that is now threatened with the arrival of Mbappé to the white locker room. However, Adidas is rubbing its hands because the brand will gain much more visibility with the Frenchman celebrating the whites’ goals with the German brand’s shirt on. Indirect advertising that already benefits the brand created in its day by Adi Dassler in the case of Vinicius, another of the icons of the rival brand. The fight between Adidas and Nike moves to the Bernabéu locker room, to the delight of Florentino Pérez who will make this titanic fight profitable with his work team between the two giants of sports brands.
2024-03-09 09:27:30
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