Nowadays football teams as well as organizations providing their clothing are trying to prove their leadership in football world.
Centuries earlier, when football wasn’t considered to be professional sport and players wore whatever they had, clothing companies couldn’t even imagine that they would be making huge amounts of money on uniforms for footballers.
Photo: Nike
Uniform demands, Pele’s shoes and Cruyff’s refusal to wear national team’s boots
In 1870s England decided that footballers competing in opposite teams should wear the same uniform. The teams covered all the expenses.
At the beginning of the 20th century the clubs chose their colors and decided on the design of their shirts.
In 1950s people started to sew shirts from synthetic textile while Adidas produced the first football boots.
Photo: Fifa
20 years later, even more attention was focused on uniforms. Shirts were sewed with commercial purpose as well. Fans could wear the uniforms of their favorite teams.
Further even footballers’ contracts were signed accordingly. For example, Johan Cruyff refused to wear the uniform of Netherlands national football team in 1974, as it was produced by Adidas, while he had already signed a contract with Puma. As a result, he was allowed to play without Adidas logo on his shirt. Puma paid USD 120k to Pele during 1970 World Cup for bending down and lacing his boots up in front of cameras before the game started.
Photo: Puma
Companies don’t sign contracts with weak teams
These company hire world’s leading designers, who constantly improve their production, taking into consideration the specifics of the teams.
No company signs contracts with teams or federations, which fail all the time, have no famous footballer, therefore, do not provide money return.
Photo: Nike
Obvious leaders in the world of football uniforms are Adidas and Nike. These companies can work with teams, clubs, federation, as well as separate footballers to provide their clothing.
Mainly Adidas shirts will be worn during 2018 World Cup
Every tournament is a competition not only among the teams, but among the clothing organizations as well, and this competition is mainly led by Adidas and Nike.
9 teams came up with Adidas shirts during 2016 Europa League, 6 teams in Nike and 5 teams in Puma shirts.
Photo: Adidas
Adidas and Nike will also compete during 2018 World Cup.
During the World Cup this summer 11 out of 32 participating teams will wear Adidas and 10 – Nike shirts. Some teams are sponsored by Adidas, but certain footballers will be wearing Nike boots.
Photo: Adidas
Nike and Adidas’s competition in the football world
Although there is still some time before the start of the World Cup, PR Marketing specialists conducted their research and found out that more than half of the footballers will be wearing Nike boots this summer. As a comparison, let us remind that 52% of the athletes wore Nike and 36%- Adidas during 2014 World Cup.
Nike attaches special importance to individual contracts. Khedira, Ronaldo, Ibrahimovic and Lewandowski have already signed theirs.
Photo: Nike
The Americans prioritize high-quality teams and stars over significant sponsorship. They have millions of fans, who provide sales of Nike kits.
German Adidas, on the other hand, has focused more on cooperation with national teams and federations since 1970s.
Photo: Adidas
However, the biggest advantage of Adidas is the fact that they sell more shirts than boots. It’s natural that fans would prefer buying shirts of their favorite teams, rather than boots.
The German company has signed a contract with FIFA until 2030 on investing USD 70 million in every World Cup and unveiling the official match ball of each competition.
There are still months before 2018 World Cup, but the teams and clothing companies put enormous efforts for preparation. Every team wants to have presentable appearance.
Adidas has already presented full kits for 7 teams participating in the upcoming World Cup. The German team’s uniform is inspired by its kit of 1990, while the Spanish team chose trends of its uniform during 1994 World Cup.
Photo: Adidas
The Argentinian uniform will be dedicated to the 125th anniversary of Argentine Football Association.
In the next edition, dedicated to sportswear we will speak about the Armenia national team’s uniform as well as the clothing company which cooperates with Football Federation of Armenia.
Gohar Nalbandyan
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