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Germany sticks with Adidas

Posted in General, Marketing, Oliver Milman, Latest reporters' blogs August 29th, 2007 by Oliver Milman

Brand loyalty is something rarely seen in consumers these days, so when a whole organisation rejects a financially lucrative offer in order to maintain its heritage, it really does make you sit up and take notice.

It has been reported that sportswear giant Nike has lost out on the chance to supply the German national football team’s kit, despite massively outbidding rival Adidas.

Faced with the prospect of netting a share of Nike’s proposed £300 million deal, many leading clubs in Germany were dismayed to see the German Football Federation stick with Adidas, which has supplied kit, boots and balls since the days Stanley Matthews was considered a bright young talent on the wing.

While it may be financial foolery to turn down Nike’s millions, it does make sense from a branding point of view.

After all, what are Germans known for? No, not the war…or porn things. I mean in terms of football? That’s right, penalty kick victories based upon supreme Teutonic organisation.

But these victories have all been achieved while clad in the ‘brand with the three stripes.’ While Nike or Reebok has never been strongly associated with one country, it would seem a little strange to see Germans celebrating over the crumpled figure of a failed English penalty taker without an Adidas logo present.

So, well done to Germany for keeping close to its roots. Hopefully some footballing traditions do change, however, or we’ll never beat the so-and-sos in a major tournament again.