adidas AG

Subterms

    Latest story

    125 Shares99 Views

    How Lionel Messi Made a Pink Jersey Soccer’s Must-Have Item

    by

    In the span of three months, the soccer superstar has made Inter Miami’s eye-catching jersey the hottest piece of sports merchandise on the planet.All of a sudden, after a single summer, the pink jersey is everywhere. It has become almost impossible to acquire, yet there it is, paradoxically, on the backs of thousands of fans thronging American stadiums, hanging from market stalls in Buenos Aires and Bangkok, a vivid flash on almost every field where children gather to play soccer in England.That the jersey has become, apparently overnight, the hottest piece of sports merchandise on the planet is a simple, capitalist equation: the result of an irresistible combination of one of the most recognizable and beloved athletes of his generation; a distinctive, exotic color; and the ruthless efficiency of textile factories in Southeast Asia.Somehow, though, few people saw it coming. Tor Southard was better placed than most, but even he was caught unaware. As Adidas’s senior director for soccer in North America, he had been receiving emails from colleagues for nearly a year asking if the company’s biggest star, Lionel Messi, would be joining Inter Miami, also a client of Adidas.As far as he knew, it was just a rumor. Like the rest of the planet, Southard learned it was true only on June 7, the day Messi announced his intentions in a rare interview with two Spanish news outlets.For many, the immediate question was the soccer one. Six months after winning the World Cup with Argentina, why was Messi, the finest player of his generation and arguably the best of all time, leaving the elite clubs and competitions of Europe to join a team that ranked among the worst in the comparative backwater of America’s top league, Major League Soccer?For Southard, and for Adidas, there was a rather more pressing matter. Within a couple of days of Messi’s announcement, the company had received almost 500,000 requests from stores and suppliers for jerseys in Miami’s soft, electric pink. It is a specific fabric and a specific shade: Pantone 1895C. “It’s not like it was white, and we had inventory we could repurpose,” Southard said.Even if they could not foresee quite what a phenomenon the jersey would become, and quite how many people would clamor to get their hands on one, Southard and his colleagues had some sense of what was about to happen.Adidas was going to need more of that fabric. A lot more.‘No. 1 priority’The Adidas flagship store in Manhattan. John Taggart for The New York TimesOn the day Messi announced he would sign for Inter Miami, Adidas had a stock of Inter Miami jerseys in stores and storage facilities around the United States. It did not last. The shirts sold out so quickly that Southard said it seemed the inventory simply “evaporated.”Getting the fabric to make more — and fast — was just the first step. Although Adidas would not start selling official Messi jerseys until his contract was formally signed on July 15, it placed orders for vast rolls of the pink fabric needed to make them within 24 hours of his interview on Spanish television in the first week of June.The risk, of course, was that the deal could still collapse. “It’s a trade-off you make for speed,” Southard said.In ordinary circumstances, retailers order jerseys as many as nine months in advance. Major sportswear brands, like Adidas and Nike, generally prefer to produce large batches of team gear, rather than manufacturing to meet demand, as fast fashion chains tend to do.Given the number of what the industry terms “chase buys” — a sudden influx of orders in unanticipated volumes — for Messi’s Inter Miami jersey, Adidas knew its usual playbook would not work.A lone Messi shirt left in a soccer shop outside Tokyo.Kosuke Okahara for The New York TimesIt had learned that from experience. In 2021, when Cristiano Ronaldo returned to Manchester United, one of the handful of retailers Adidas works with, Fanatics, asked for a million more jerseys. A year later, after Messi helped Argentina win the World Cup, Adidas had to produce and ship an extra 400,000 Argentine national team shirts in the span of three months.Getting pink jerseys bearing Messi’s name and No. 10 into the market, Southard said, immediately became Adidas’s “No. 1 priority, globally.”Frisco, Texas.Logan Riely/Getty ImagesTo streamline the process, the company sourced the pink, recycled polyester fabric for the jerseys as close as possible to the factories in Southeast Asia that would make them. Orders for other details like logos and crests were expedited at other facilities, sometimes leapfrogging the production of apparel for other Adidas teams. To cut down on shipping times, the first batches of the Messi jerseys were sent out in small shipments, almost as soon as they came off the production line.The frantic production effort worked. Initially, Adidas had told its retailers to begin selling jerseys with a promise of delivery by Oct. 15. But the first editions arrived in the United States by July 18. They were sent straight to Miami, where demand was highest.They sold out almost instantly.‘Everyone has a hookup’La Paz, Bolivia.Leonardo Fernandez/Getty ImagesOn a street corner in Miami’s wealthy Brickell neighborhood one evening last month, two young men had set up a pop-up Messi store, their racks groaning with Inter Miami jerseys in pink and an alternate version — black with pink trim — that the team wears on the road. This was the work of the imaginatively titled Messi Miami Shop.The name sounds official. The online store looks it, too. It sells two versions of the Messi jersey, as most sportswear manufacturers now do: a “player version” made with high-quality material and an athletic cut, and a “replica” designed for fans whose bodies might not have the precise dimensions of an elite athlete.The Messi Miami Shop is not, though, affiliated in any way with Messi, Inter Miami or Adidas. (It is, though, a shop.) Its jerseys had come, instead, from a contact in Thailand, purchased for $10 apiece. “This is Miami,” one of the sellers said. “Everyone has a hookup.” And a markup: The stall was selling the jerseys at $25 for a children’s edition and as much as $65 for an “authentic” inauthentic adult version of the team’s black jersey.The sellers, who declined to give their names for reasons that should be obvious, had sold around 30 in a couple of hours, they said. But they are not the only ones hustling.A few nights earlier, outside Exploria Stadium in Orlando, Fla., a different group of hawkers were doing their own brisk business in Messi jerseys. Messi was not playing that night — he missed several weeks of the season because of an injury — but Inter Miami was in town, and plenty of fans were prepared to pay $40 for a pink jersey bearing his name, even if it had shoddy stitching and was plucked from a backpack.Despite all of Adidas’s attempts to get its official Messi jerseys into stores as quickly as possible, the clamor for them — any version of them — has proved so great that counterfeits have flooded the global market to meet the shortfall.Though the company says it has now largely caught up with the backlog of orders, it has found that it is still selling jerseys far faster than it can produce them, and not just in the United States.Rio de Janeiro.Dado Galdieri for The New York TimesIn Buenos Aires, where Messi’s status as a national treasure was sealed by victory in the World Cup, there are pink jerseys for sale in store after store and kiosk after kiosk along Calle Florida, one of the Argentine capital’s teeming shopping streets, and in the stalls of the bustling San Telmo Market. At some vendors, the fakes go for about $50.In Europe, where tribal affiliations to local clubs run deep, Miami jerseys are suddenly commonplace. At a training session for elementary school children last month in Manchester, England, the usual concentration of Manchester United, Manchester City and Liverpool gear was flecked with a half dozen pink Inter Miami jerseys, each bearing Messi’s name.It is difficult to overstate the scale of demand. Official sales have surpassed every benchmark Adidas could have imagined, Southard said: more than the frenzy that accompanied David Beckham’s move to the Los Angeles Galaxy in 2007; beyond the rush prompted by Ronaldo’s return to Manchester United in 2021; beyond the clamor for Messi’s Argentina shirt in the aftermath of Qatar 2022.Inter Miami is now the best-selling Adidas soccer jersey in North America, ahead of all five of the storied European clubs that the brand traditionally regards as the crown jewels of its portfolio: Manchester United, Real Madrid, Juventus, Bayern Munich and Arsenal.Since July, Fanatics, which dominates sports apparel in the United States, has sold more Messi jerseys than for any other soccer player, and any athlete at all except the Philadelphia Eagles quarterback Jalen Hurts. No player, in any sport, has ever sold more jerseys on the site in the first 24 hours after switching teams than Messi did in July.The Adidas store in Manhattan.John Taggart for The New York TimesHis cinematic arrival in M.L.S. — with a late game-winning goal in his debut on July 22 — came too late to salvage Inter Miami’s season. The club will miss the playoffs, which start on Wednesday. Messi will not play in pink again until next year.But that has done little to quell his impact. Inter Miami’s games drew record crowds from the moment he arrived. The team’s ticket prices for next season have soared. Adidas is confident that it has enough of the next edition of Messi’s jersey — due out in February — in production to meet demand.For many fans and retailers, it cannot come a moment too soon. The jersey has become so coveted, so scarce, that even Beckham himself — one of the most famous soccer players of his generation, a worldwide celebrity and, as part-owner of Inter Miami, Messi’s boss — has found it hard to get hold of one.More than once, he has wanted to send a pink Messi jersey to a friend or an associate as a gift, only to be told that he will have to wait, just like everyone else.Alan Blinder More

    More stories

    • 113 Shares179 Views

      in Soccer

      West Ham Fines Kurt Zouma Over Cat Abuse Video

      by

      Zouma, a defender who also plays for the French national soccer team, lost a sponsorship deal with Adidas on Wednesday after a video circulated online of him kicking his cat.West Ham United, the English soccer club, said it had fined Kurt Zouma, a defender who also plays for France’s international team, “the maximum amount possible” on Wednesday, after video footage circulated online of him kicking and slapping his cat.The footage, which was obtained by The Sun, a British newspaper, was originally shared by Zouma’s brother Yoan on Snapchat.One clip shows Zouma, 27, lifting his cat with two hands and drop-kicking it to the ground as the person recording the video laughs. In a second clip, Mr. Zouma throws an object at the cat, which scrambles to hide under a table. A third clip shows a child raising the cat toward Zouma, who whacks the cat across its face.West Ham said in a statement that Zouma was “extremely remorseful and, like everyone at the club, fully understands the depth of feeling surrounding the incident and the need for action to be taken.”The Sun reported the fine to be 250,000 pounds, or about $338,000. West Ham said the money would be donated to animal welfare charities.Zouma apologized in a statement, saying that there were “no excuses for my behavior, which I sincerely regret.”He added that his two cats “are perfectly fine and healthy” and that his behavior was “an isolated incident that will never happen again.”Zouma delivered his cats to the Royal Society for the Prevention of Cruelty to Animals, which said in a statement on Wednesday that it would lead an investigation.“We were dealing with this issue before the video went viral online,” the charity said in an emailed statement.The videos have already had ramifications for West Ham and for Zouma, who lost a major sponsorship deal with Adidas. Stefan Pursche, an Adidas spokesman, said in a statement on Wednesday that Zouma “is no longer an Adidas-contracted athlete.”Vitality, an insurance company, said in a statement on Wednesday that it was “very distressed” by the videos and, as a result, was immediately suspending its sponsorship of West Ham.“At Vitality, we condemn animal cruelty and violence of any kind,” the company said.Another West Ham sponsor, Experience Kissimmee, which promotes tourism in Osceola County, Fla., said on Twitter on Tuesday that it would evaluate its relationship with the club. It added that it was also disappointed to see Zouma in the starting lineup for West Ham’s game against Watford on Tuesday night.Zouma, who joined West Ham in 2021 from Chelsea, was booed and jeered throughout the match by Watford’s fans, who screamed a rhyming chant that addressed the video.West Ham won the game 1-0. Before the match, West Ham’s manager, David Moyes, defended his decision to play Zouma. Moyes told reporters that although he was “a big animal lover” and disappointed in Zouma, his job was to “try and win for West Ham and put the best team I could to give me that chance.” More

    • 88 Shares129 Views

      in Soccer

      Soccer Samples Streetwear and Likes the Fit

      by

      Juventus reimagined its look, P.S.G. partnered with Jordan Brand, and now Arsenal and Inter Milan are following suit. But soccer’s interest in design has little to do with the sport.The lights at the Allianz Stadium cut out, and the music swelled. In the darkness, a small patch in the middle of the field seemed to glow. The center circle started to pulse and ripple. And then the grass itself appeared to get pulled away, as if it were nothing more than a tablecloth. Three words ran around the electronic advertising boards: “History. Passion. Lols.”The extravagant buildup did not seem to match the occasion. Juventus was at home to Genoa that night, a run-of-the-mill Serie A game. It was late October 2019, much too early in the season for the title to be decided or a trophy to be won. What mattered, though, was not what Juventus was playing for, but what the team was playing in.That night, Cristiano Ronaldo and his teammates would showcase a special edition jersey, designed in collaboration with its apparel partner, Adidas, and Palace, the maverick British skate and streetwear brand.The design toyed with the history and passion of Juventus, incorporating the team’s traditional bianconero stripes and the disruptive touches that had made Palace a streetwear phenomenon. The team’s logos and the player’s numbers were displayed in an acidic green. Toward the bottom, the stripes started to pixelate.The jersey was greeted as a masterpiece, but Juventus would never wear it again. By the time Ronaldo and his teammates took to the field against Torino a few days later, they were back in their regular uniforms. It did not matter. Later that week, the Palace jersey came online — or, as the streetwear world would put it, dropped.It sold out in 12 hours.Soccer goes popP.S.G. and Jordan Brand released their first collaboration in 2018.Franck Fife/Agence France-Presse — Getty ImagesA couple of years earlier, Juventus had held a lavish reception at the Museum of Science and Technology in Milan. The guest list included players past and present, but also pop-culture fixtures like Giorgio Moroder, the pioneering music producer, and the model and actress Emily Ratajkowski.The party was arranged to herald the dawn of a new era for the club. Its team was in the middle of an unmatched period of success on the field, establishing a run of dominance in Serie A, however, it risked being left behind by its Continental rivals. To remain competitive, it needed to close the revenue gap on clubs like Barcelona, Real Madrid and Manchester United, its chairman, Andrea Agnelli said. To do that, he was convinced, Juventus had to become “more pop.”He is not the only executive in European soccer to have that thought. In 2018, fans lined up around the block outside the Parc des Princes to get their hands on the first drop of a collaboration between Paris St.-Germain and Jordan Brand, a subsidiary of its primary apparel partner, Nike. Earlier this year, Arsenal unveiled a collaboration with 424, a streetwear brand based in Los Angeles.As with the audience for Juventus’s collection with Palace, the core market for these collaborations is not the club’s fans. It is not even, necessarily, fans of the sport. The collections are not intended to be worn as soccer products or as declarations of loyalty to a team; the tie-ins are not, as they are often presented, attempts by Europe’s insatiable superclubs to sell more tickets or to pick up more fans.The Juventus chairman Andrea Agnelli oversaw a complete rebranding of the club.Miguel Medina/Agence France-Presse — Getty Images“A lot of the people buying those P.S.G. Jordan shirts will not care about the team’s league position,” said Jordan Wise, a founder of Gaffer magazine and the creative agency False 9. “Many of them may not even like football.” That is precisely their value to clubs: an entirely untapped market, one not subject to the vicissitudes and tribalism that affect soccer fans.“Working with streetwear brands gives the clubs access to a completely different space,” Wise said. “But to do that, they have to think and look different: less like clubs, and more like sportswear brands.”No team has embraced that shift quite like Juventus. In 2016, at Agnelli’s instigation, the club decided to embark on a comprehensive rebrand. Every aspect of the team’s identity would be in play, including, most controversially, its iconic crest, a symbol that had roots stretching back more than a century.“It was more than just a change in the badge,” said Giorgio Ricci, Juventus’s chief financial officer. “It was a new visual identity, one which would enable us to be seen as innovative, one step ahead.”The club put the rebrand idea out to a number of marketing agencies, and eventually selected a pitch from Interbrand, a longstanding partner. Its approach had been risky: After consulting the company’s global network of creatives, Lidi Grimaldi, the managing director of Interbrand’s Milan bureau, decided against presenting the club with a suite of options, spreading their bets in the hopes that one caught the imagination.Instead, she said, Interbrand decided to go in with one design. Though the company had previously helped tweak the Juventus crest, making it a little less ornate, altering the color scheme a touch, this time Interbrand would suggest something more revolutionary. “Something really bold,” she said. Miguel Medina/Agence France-Presse — Getty ImagesMarco Bertorello/Agence France-Presse — Getty ImagesThey did not have much time. Because Juventus and Adidas needed to start work on the club’s jerseys for the next season, Interbrand had less than a month to get its ideas together. Rather than something that looked like a soccer crest, it designed a logo that had “more in common with Google or Apple or Nike,” Grimaldi said.There would be no depiction of a charging bull, as there had been on every version of the crest for more than a century. There would not even be a crest, as such: just a sleek and stylized J, a design that would form the centerpiece of and inspiration for an updated visual identity. That was no accident. “The whole strategy was to widen the spectrum of activities without abandoning the club’s core, which is football,” she said.To present the idea to the Juventus board, Interbrand made a short film, one that offered a glimpse into what this bold new future might look like: that stylized J emblazoned on cafes and hotels, adorning events, used in collaborations with cutting-edge fashion brands. The Juventus executives, including Agnelli, were thrilled, Grimaldi said. This was precisely the sort of sea change they had been seeking. The main response, she said, was: “Wow.”The club, of course, knew such a drastic change would not be universally welcomed. When the new logo was revealed, the reaction from fans was — at best — mixed. Juventus felt it had no choice but to ride out the storm.“We needed a new identity that could change the perception of Juventus among different stakeholders,” Ricci said. “One that could enlarge the scope and potential targets of our business. We needed a new identity that was suitable not just for core customers, but for new audiences, something that could be a trigger for creators.”Perhaps the best measure of its success came on Tuesday. After a similarly intensive design period, Inter Milan — Juventus’s fierce domestic rival — presented its own new crest, a simplified version of the badge that has graced the club’s jerseys for decades. Imitation, after all, is the sincerest form of flattery.The soccer entertainment complexFew clubs can match Manchester United’s revenue off the field.Oli Scarff/ReutersFor years, Manchester United has been held up as soccer’s gold standard in converting the sport’s unparalleled popularity into cold, hard cash.The partnership model it pioneered, combining 25 official club partners with a jumble of regional partners around the world, might have made it an easy target for satire — all those tractor and noodle endorsements — but it has also turned the club into a financial powerhouse, capable of earning a profit even during the coronavirus pandemic.Increasingly, though, the consumption habits of younger people are making that approach seem outdated. “We’re seeing a move away from the licensing model,” Wise said. “We know that Generation Z and millennials hate being sold to. That means it’s no longer enough to plaster a club’s badge on something and assume fans will buy it out of loyalty.”Instead, he said, partnerships must feel “authentic,” and the content used to promote them must “tell stories.” That authenticity was the logic behind the Juventus rebrand, not only of its crest but of the club’s whole visual persona, from its social media — using a bespoke font — to its branding.“It was about placing soccer in the broader entertainment framework,” Ricci said. “We see our competition not just as clubs, but things like the gaming industry.”For partners, the appeal is obvious. Soccer has a reach that no other aspect of culture can match. Cristiano Ronaldo has more followers on Instagram than anyone else on the planet. Lionel Messi might trail his rival there, but it will be some solace that he is, at least, ahead of Beyoncé.Cristiano Ronaldo is a global brand in his own right, with 273 million followers on Instagram.Marco Bertorello/Agence France-Presse — Getty ImagesLikewise, Juventus has a name recognition that can supercharge a brand like Palace. The difference is that, increasingly, soccer has to give a little, too. It has to accept the principles of what Grimaldi called “strategic design,” the idea that design itself can change consumer behavior and expectations.“The rebrand was not a way of being cooler or more contemporary,” Grimaldi said. “It was a chance to show you understand the verbal and visual codes you have to adopt if you want to be understood in other spaces. To do work with Palace, for example, you have to adopt the design codes of their world.”It is, though, a slow burn. Four years since its rebrand, Juventus is not in a position to pinpoint any immediate financial boost, which has traditionally been the primary motivation and metric for anything any soccer club does. When looking at the club’s books, Ricci said, it is hard to isolate what is a consequence of the rebrand, and what is a result of winning trophies or signing Cristiano Ronaldo.He is, though, “absolutely convinced” that it was worth it. Internally, the new identity gave the club a sense of direction, he said. Externally, the outrage over the new badge subsided fairly quickly: Signing Ronaldo and picking up another handful of Serie A titles meant the club’s traditional fans did not feel alienated.But at the same time, it meant that Juventus had become something more than a team, something more like a sportswear brand, too.It is still occasionally possible to buy one of those original pixelated, acid green, special-edition Palace jerseys in streetwear’s thriving resale market. Prices start at several hundred dollars, far more than even the newest Juventus jersey. And how the team is doing on the field makes not the slightest bit of difference. More