The German sporting goods manufacturer Adidas announced this Monday the blocking and withdrawal of the number 44 of the German soccer team’s shirt in its online store, in reaction to criticism that it resembles the symbol of the Nazi SS. ”We will block the customization of t-shirts in our online store“, Oliver Brüggen, Adidas spokesperson, told the DPA agenda. In the new design of the shirt made by the manufacturer, the number 44 on the back is reminiscent of the graphic symbols of those known as Schutzstaffel (“protection squads”) from the Nazi era.
The design sparked controversy on social networks. “The German Football Federation (DFB) and its partner 11teamsports are responsible for the design of the names and numbers,” explained the brand spokesperson.
”People from around 100 nations work at Adidas, our company advocates the promotion of diversity and inclusion, and as a company we actively oppose xenophobia, anti-Semitism, violence and hatred in any of its forms,” Brüggen commented.
”Any attempt to promote divisive or exclusive opinions is not part of our values as a brand,” he added. The company, he explained, “firmly rejects any suggestion that this was our intention.””.
The new shirt was presented shortly before the two international friendly matches against France (2-0) and against Holland (2-1). The campaign was accompanied by advertisements that had a very positive reception.
the end of an era
This controversy over the number 44 and its similarity to the SS of Nazism occurs in the midst of the global shock that represented the most unexpected announcement: the German Football Federation (DFB) anticipated that the American sportswear giant Nike will become your official supplier from 2027, ending a decades-long partnership with German brand Adidas.
The DFB said last Thursday that Nike will supply all national teams from 2027 to 2034, after having made the best economic offer. “The upcoming partnership allows the DFB over the next decade to work on core tasks with a view to developing football in GermanyDFB President Bernd Neuendorf said in a statement.
Germany used Adidas products in its four World Cup titles from 1954 to 2014. In 2019, the company signed a four-year extension of its contract that ended in 2022. “Until December 2026 we will work with all our strength for common success with our long-term and current partner Adidas, to whom German football has a lot to thank.” after more than seven decades,” Neuendorf said.
Germany, whose football federation is the largest in the world, with more than seven million registered members, will host the Euro 2024 from June 14 to July 14.
“An earthquake”
If Germany manages to qualify, The 2026 World Cup, to be held in the United States, Canada and Mexico, will be the last major tournament with Adidas on its shirtwhere they wear four stars for the four world titles won by the ‘Mannschaft’ in its history.
Moments will remain in history such as Adi Dassler, founder of Adidas, personally adjusting the cleats of the German scorer Fritz Walter’s shoes before the 1954 World Cup final, which went down in legend as the “miracle of Bern.”
Nike had tried to wrest the DFB contract from Adidas on several occasions, forcing the German company to increase its outlays to keep it. In the last contract, the amount was raised to 50 million euros (54.29 million dollars) annually for four years.which was double the previous figure, according to Bild.
For that post, The change of sports brand in the German national team is an “earthquake” for Adidas. With this agreement, Nike reinforces its involvement in football, where it has equipped Brazil since 1989 and also dresses other important teams such as France, Portugal, England, Croatia, the Netherlands and the United States.
Reuters and AP Agencies