The ousting of the equipment manufacturer Adidas as partner of the German football team in favor of the American Nike has sparked indignation in the country, with the German Minister of the Economy deploring a lack of “patriotism”.
“I can hardly imagine the German jersey without the three stripes” of the German brand Adidas, reacted Minister and Vice-Chancellor Robert Habeck, according to a statement released Friday by his ministry.
“Adidas and black-red-yellow”, the colors of the German flag, “have always been inseparable for me”, as “a part of the German identity”, added the elected environmentalist. “I would have appreciated a little more local patriotism,” he criticized. The Minister of Health, the Social Democrat Karl Lauterbach, also expressed his disappointment.
The choice of an American company to equip the Mannschaft is “a mistake”, he said on his X account, deploring that “trade destroys a part of the homeland and a tradition”.
On Thursday, the National Football Federation (DFB) caused an earthquake by announcing that it had signed a partnership contract with the American giant Nike for the period 2027-2034, ending more than 70 years of loyalty to Adidas. Nike presented “by far the best economic offer,” explained the federation.
The shock is enormous for the brand with the three stripes whose history has been linked to the epic of the Mannschaft since 1954 and of which it is the historic equipment supplier. “Incredible, the national team belongs to Adidas, it’s incomprehensible that we can choose an American giant” in its place, reacted to AFP Moritz Steinmann, 25, student and football fan in Frankfurt. There are countless comments from fans on social media.
The chairman of the board of directors of the Federation, Holger Blask, also indicated on Thursday that he was “impressed” by Nike’s vision, “which also includes a clear commitment to the promotion of amateur and popular sports as well as the development sustainability of women’s football in Germany.
Nike boss John Donahoe said Thursday he was “deeply honored” that his company had been chosen.
Alongside its contract with Nike, the DFB also announced an agreement with the Tik Tok platform, developed by the Chinese company ByteDance, which will become the “official entertainment partner” of the men’s national team.
