Wendy Yang/Imago/Newscom World
Once celebrated as a new pelé: Freddy Adu
Black and white pictures of the Brazilian football icons Ronaldinho and Ronaldo hang on the wall. Before that, eight-year-old Nathan Inacio poses with a tooth gap and Gucci shirt. His arms on the Instagram photo hardly seem to be strong enough to keep the full Nike bags. According to reports, the American sports giant, which has probably just learned to read and write, was recently equipped with a scouting contract.
What sounds like a football fairy tale is a coup in the global competition for the stars of tomorrow. A deal that is not without risks for the children. »The hype about young players and their commercialization increase the expectations and pressure in a development process that is already demanding and chaotic. These are young people who come to an age in which they are extremely vulnerable and fragile, «said Geirdet, professor of psychology and football in Norway dpa.
The Brazilian Portal O Globo spoke of a “deal with a signal effect” and predicted a magnificent future for Flamengo football hope. The example of the 36 -year -old Freddy Adu today shows that young high -flyers are not always too big. Once celebrated as a new pelé, ADU as a teen signed a professional contract in the United States, advertising Nike and Pepsi. The footballer, who was acting as a talent of the century, could never live up to expectations. After weak years in the MLS, he moved to Europe and tingling unsuccessfully through various leagues. In the end, he wasn’t even enough for a Swedish third division team. The hype damaged Adus setting sustainably. “Everything happened so quickly. Some of my decisions prevented that I was able to fully exploit my potential, «said Adu two years ago CBS. Already as a teenager he was in places where he shouldn’t have been. “Visits of bar, such things. I enjoyed it instead of taking care of things like regeneration, nutrition, fitness and my body. Talent alone is not enough. You have to tear your ass open. “
There are many comparable examples. Kauan Basile, who completed a deal with Nike in 2021, was also traded as a future star. Today the Brazilian has almost two million followers on Instagram and poses with Neymar for advertising campaigns. Exliped Xavi Simons and the former BVB jungstar Youssoufa Moukoko also signed the sporting giant early. Moukoko later made the leap to the professionals, but could never really prevail. Now he plays at FC Copenhagen.
Experts have various explanations of why such women can struggle in the course of their career. “This is particularly difficult when these players enter into a phase in which they will experience setbacks and adversities in which they have cheered up as ‘the next big thing in football’, now put them down as flops and failures,” explained Jordet. Word children should therefore be extremely resistant and robust to assert themselves. Sports psychologist Jürgen Beckmann from the Technical University of Munich added: »Talent research has shown that one of the most important talent features is› Coachability ‹. If a child is hyped as a child prodigy, there is a risk that the willingness to learn is rather underdeveloped because you are already superstar. “
The global competition between the sporting goods giants tightens the hunt for superstars. »Adidas and Nike dominate the market, Puma is the third big player. Anyone who accesses first, secures the exclusivity. Fear is great that everything you miss yourself is of use to the rival, «explained Sport economist Christoph Breuer the dpa. After all, future superstars are extremely valuable.
The sports giants are among themselves in a race, such as Johan Adamsson, head of sports marketing at Puma, im dpa-The conversation reveals. Everyone is looking for the next Messi or Neymar. Adidas spokesman Oliver Brüggen said that the goal was to tie players to the brand early and to build a personal relationship. The large suppliers have scouting departments to identify talents worldwide. “While the clubs primarily have a focus on sporting development, our focus is on brand binding. That is why the personality of the young athletes plays a crucial role for us, «explained Adamsson. One of the biggest coups in Puma’s company history: to sign Usain Bolt at the age of 15. The sprinter from Jamaica later won eight gold medals at the Olympic Games.
Incidentally, there is no fixed age limit for suppliers at Puma, Adidas did not want to comment on his sponsorship guidelines. »Nevertheless, we always take care of business with children with the greatest care. Together with parents and consultants, we, as a supplier, have a special responsibility and are aware of the risks to put young athletes to the international public early, «said Adamsson.
