2023-06-27 08:10:04
Shortly before the World Cup, there is no boom in sight for sales of DFB jerseys. Adidas boss Bjørn Gulden is still confident – he sees a lot of market potential in women’s football.
A good month before the first group game at the World Cup, the jerseys of the German national soccer players are not a bestseller. So far there has been “no boom” on the jerseys, revealed Adidas boss Bjørn Gulden on the sidelines of the DFB media day in Herzogenaurach. The CEO of the sporting goods manufacturer and German outfitter did not want to give exact figures. Gulden sees DFB captain Alexandra Popp, who has done an “outstanding job” for German football, as the biggest driving force when it comes to marketing.
Jerseys that don’t sell well are nothing new for the 58-year-old from Norway. “Unfortunately, we have a lot left over from the men’s team,” said Gulden with a smile. He assumes that more jerseys will only be sold as the start of the tournament approaches. At the World Cup in Australia and New Zealand from July 20th to August 20th, ten of the 32 participating teams will wear the well-known logo with the three stripes on their jerseys. The German team will play their first game against Morocco on July 24th.
USA is the most important market for women’s football
“Women’s football has developed wonderfully in recent years,” said the Adidas boss, who also noticed that in retail. For two or three years there has been “a much greater interest in women-specific products,” said Gulden, without naming any specific figures. More could happen, “I think we’re still at the beginning”.
Gulden, who previously worked for Adidas’ local rival Puma, classified the USA as “by far” the most important market in women’s football, where there is a boom. But even in the German market “next year” a lot more women’s football boots than before would be sold, he suspected – “simply because the range and the presentation will be much better”.
In the competition for the marketing of women players, he has the feeling that there are exactly the same struggles with other sporting goods manufacturers as with men. “There’s not a huge difference, there are just some incredible sums in men’s football that don’t exist in women’s football.” As in men’s football, Nike is the biggest competitor in women’s football. The US sporting goods manufacturer equips the current world champion USA, among others. (dpa)
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