Three Stripes and Out…but Good Can Come from Germany Parting Ways With Adidas

Three Stripes and Out…but Good Can Come from Germany Parting Ways With Adidas
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Three Stripes and Out…but Good Can Come from Germany Parting Ways With Adidas

Three Stripes and Out…but Good Can Come from Germany Parting Ways With Adidas

The partnership between Adidas and German football has been a commercial and sporting success for both sides for decades. It is a shared history of advancement. In 1954, the country recognized itself in the national team, and in Adidas too. Back then, Adolf “Adi” Dassler was the equipment manager; his screw-in studs were innovative and gave Fritz Walter, Max Morlock and Helmut Rahn a foothold in the rain of Berne.

Later, Dassler built up a world-class company. Today, clubs such as Arsenal and Ajax regularly take up residence in a small town that doesn’t even have a railway station. The national team will also be preparing for the European Championship in Herzogenaurach. Dassler is the German version of rags to riches.

And the 3-2 victory over Hungary in the 1954 final was one of the first steps in Germany’s postwar reconstruction. Since then, three more World Cup titles have followed. Anyone who remembers 1974, 1990 and 2014 will have Adidas jerseys and balls in mind.

They thought this success story would never end. But now, after more than 70 years, the German football federation (DFB) is parting ways with Adidas. I understand the outcry about this in Germany; it’s not populism. For any German football fan over the age of 30, the DFB and Adidas are a single entity. It’s easy to imagine that it would have gone on wonderfully with the two of them.

I feel the same way. I played 113 times for Germany and for 20 years for Bayern Munich. I became a world champion in three stripes. At Bayern I was captain of a club in which Adidas owns shares. Adidas was my supplier; we were successful together.

When I was active, I was the representative of a product range that Adidas called Pure. It meant the original. These leather shoes were intended for traditionalists like me. Initially they were black, the successors were green, white or blue. I didn’t care about the color – I was uncomplicated. Pure was the successor to the Copa Mundial, the Adidas classic that a few footballers still wear today.

For 20 years now, the majority of football boots have no longer been made from leather but from synthetic materials. Their colors and shapes change frequently. And they are marketed with stars. Every country, every company, has its own representative. More often than not, they are strikers. This focus on scoring goals is not really what football as a team sport is all about. But this form of individualisation is the best way to optimise profits and achieve the greatest economies of scale. An image is sold. The shoes cost €200 (£170) or more and the production costs are estimated at 5%, at most 10%, of the price. The margins for jerseys are similarly fantastic and they are even cheaper to produce.

The rapid commercialisation of football is having an impact, especially on young players. Children covet these products. Today, unlike in my day, almost every girl and boy between the ages of five and 12 turns up for training in a football shirt of some kind. Millions of Mbappés, Ronaldos, Messis and Haalands play football on village pitches.

For a long time, Nike and Adidas fought a duel in this global market; a decade ago, they were still neck and neck. Since then, Nike has overtaken Adidas and sales are now more than twice as high. Focusing on individual testimonials can sometimes go wrong, as the case of Kanye West shows. This head start enables Nike to continue to attack boldly. It is rumored that Nike has offered the DFB at least €100m, more than twice as much as Adidas.

There is still a lot of money in circulation in football; it is instantly available everywhere on mobile devices and can be used for excellent advertising. Now, for the first time on this scale, a non-profit organisation, the DFB, is benefiting. Its mission is set out in its statutes: it represents the interests of the 24,000 or so clubs and more than seven million members.

So if the DFB uses the fresh money to support amateur clubs, children’s football, referee training and women’s football, then the decision in favor of Nike would be a good one. This would create a circular economy. After all, the whole thing is primarily financed by the fans who buy the goods. The task is to channel the money back to where it comes from: the grassroots.

The men’s national team players and coach must also internalize this mission of their association. The coach’s salary should not be increased any further. He is not employed by Manchester City but by a non-profit organisation that serves the general public and now has the opportunity to strengthen civil society.

As a World Cup captain and Ehrenspielführer (German captain of honor), I know the doors at Adidas are still open to me today. When I call, the latest model is delivered to me free of charge. I am very grateful for that, but I have to ask myself whether I have earned this privilege.

And then there are other questions concerning my son. He is 11 and plays football. He knows the prices of jerseys and shoes. He doesn’t know all the background. When do I explain them to him? How do I teach him what pure, original values are really important in sport?

- The Guardian Sport



Jesús Navas: ‘I’m Stopping because I Have To. I’m Happy with What I’ve Achieved’

Jesús Navas celebrates with the trophy in Berlin after Spain beat England to win Euro 2024. Photograph: Matt McNulty/Uefa/Getty Images via The Guardian Sport
Jesús Navas celebrates with the trophy in Berlin after Spain beat England to win Euro 2024. Photograph: Matt McNulty/Uefa/Getty Images via The Guardian Sport
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Jesús Navas: ‘I’m Stopping because I Have To. I’m Happy with What I’ve Achieved’

Jesús Navas celebrates with the trophy in Berlin after Spain beat England to win Euro 2024. Photograph: Matt McNulty/Uefa/Getty Images via The Guardian Sport
Jesús Navas celebrates with the trophy in Berlin after Spain beat England to win Euro 2024. Photograph: Matt McNulty/Uefa/Getty Images via The Guardian Sport

A little after 9am in Montequinto, Seville, and Jesús Navas walks past the Jesús Navas Stadium and up the little slope in the sunshine, gym to the left, training pitch to the right. The first to arrive and he’s moving OK this morning, which isn’t something he can say every day, but still he comes. Soon, too soon, he won’t. “It’s my life,” he says, “what I’ve always done, who I am.” The stand bearing his name wasn’t here when he first turned up, a quarter of a century ago. Most of this wasn’t; the trophies at the Estadio Ramón Sánchez Pizjuán, three miles north, certainly weren’t. Everything changes, except him. “I’m the same as the first day,” he says.

That day, Navas was 15, a small, skinny, shy boy from Los Palacios, 15 minutes south. It was 2000 and he has been coming almost every morning since, apart from four seasons in Manchester which he enjoyed more even than you might imagine. He is still small, slight: 5ft 7in and 67kg. Still quiet, too: warm company, but not a man with any desire for the spotlight, any delusions of grandeur. Only he is the grandest footballer of all here at Sevilla Fútbol Club.

Navas is the Spanish national team’s most-decorated player and there is a reason his name is written large where he used to train and the B team play, however strange it feels to him passing each morning: because it is written all over Sevilla’s history too. The most significant player in their 119 years, symbol of their academy and their success, their entire model. Navas played a record 393 games for Sevilla – my Sevilla, he calls them every time – left because they needed him to, came back and played 311 more. He has just one left.
On Sunday at the Santiago Bernabéu, Navas will play his 982nd professional game; aged 39, it will be his last. There has been something comfortingly familiar about him, always there, but he will depart for the last time and on Monday morning he won’t be back at Montequino. “It’s hard,” he says sitting in the players’ area, which hadn’t been built back then either. “It’s difficult for me. I still can’t imagine it. My whole life has been spent doing what I most love. And now ...” There is a pause, a look. “But in the end, it’s a question of health.”

Over four years, Navas has suffered. He has an arthritic hip which hurts when he plays, when he trains and when he walks, which some days he can’t. He continued in silence, playing longer than anyone imagined and than he should have done, but can resist no more. “I’ve put up with the pain for four years and this season has been even harder, madness,” he says. “These last six months have been very, very hard. After games it’s difficult to walk. It’s purely physical: I’m stopping because I have to. I’m happy with what I’ve achieved.”

What he has achieved is everything, nostalgia and melancholy in the memories, gratitude in the long goodbye, announced last summer and concluding this weekend. Navas says his best battles were with Roberto Carlos and it’s not that the Brazilian has long since departed; it’s that his successor, Marcelo, has been and gone too. He says the footballer he most enjoyed playing with, his best friend, is Fredi Kanouté, and Kanouté retired 11 years ago.

Asked for a moment from the many he has made, he chooses someone else’s goal, which is like him: with the clock showing 100.07 in the semi-final of the 2006 Uefa Cup against Schalke, his cross reached Antonio Puerta, who scored the winner, changing their history and their future. Puerta, whose shirt number Navas wears, collapsed on the Pizjuán pitch in August 2007, dying three days later.

When Navas made his Sevilla debut against Espanyol two days after his 19th birthday in November 2003, they had not won a trophy for 55 years; he has won eight of them. By the time he left for Manchester City in 2013, he had already played more games than anyone in the club’s history, had scored in a Copa del Rey final and lifted two Uefa Cups, the competition around which Sevilla’s entire identity became built. And still he wasn’t finished.

He returned from Manchester with a new position at full-back – “ideal”, he calls it – a Premier League title and two League Cups. He had scored in the 2014 final and in the shootout two years later. He returned with a fondness that’s clear too, continuing when the tape stops. Yet for Navas more than anyone, there was nowhere like home. “The Pizjuán,” he says. Apart from the Pizjuán? “I, er ... I wouldn’t know what to say.”

So he came back and carried on doing what he always had; different position, same Navas. He lifted two more Uefa Cups, his crosses creating goals in the 2020 and 2023 Europa League finals. Captain in Cologne and Budapest, when he lifted the trophy for the last time it was 17 years since the first.

Fourteen passed between his first and last with Spain. He won the Euros in 2012 and 2024, and the World Cup in 2010, the greatest moment in the country’s history beginning at his feet. It is one he admits watching every two or three days but couldn’t imagine even then. “All I was thinking was getting to the other end as fast as I could.” That’s it? “That’s it.” He smiles. “It’s what the manager asked,” he says; it is what he does too. Three opponents trail behind, defenders appear either side like a sequence from Captain Tsubasa, cartoonish and comic, and he just keeps running. “And then ... well, it’s the greatest thing that can happen to a kid who loves football.”

The boy who had anxiety attacks, who literally couldn’t leave home, went round the world and won it all. That he even set off was something; that he went to Manchester seemed impossible, it might as well have been Mars; that he was there in South Africa had taken care and conviction, support and strength. Navas had missed the Under-20 World Cup in 2005, had to abandon his first pre-season with Sevilla, coming and going to Huelva from home while the rest stayed in the hotel, and his full international debut was delayed until November 2009, when he had fought his way through and the conditions had been created for him to feel able to join them.

I’m proud of the trophies but the nicest thing is to take their love with me
“That first big leap came so fast,” he says. “I arrived at Sevilla at 15 and in two years I was playing in primera. For a simple kid from a small town, it was a drastic change. We’re people. On the pitch, everything was OK. But I assimilated it all bit by bit. And I have been able to enjoy football: it has given me life.”

There’s a toughness in the timidity. You’re a hard man. Navas’s response is swift, definitive: “Yes.” “It’s mental. Physical, too,” he says. “To put up with all this pain. After games it is hard to walk but here I am.

“Manchester was wonderful. Going wasn’t such a hard decision [as it seems]. Sevilla were in [financial] difficulty, that appeared, and I didn’t doubt. I wanted the challenge, to be able to say: ‘I can. I’m strong.’ What I suffered back then tested me. I wanted to grow in every way. There was a human side, a tremendous growth. The Premier League is incredible: the speed is unique and I wanted to experience that. Also, the lifestyle didn’t change really: I train, I go home. It was harder for my wife; our son had just been born and she came back every so often. But football was all I was looking for and it was incredible.”
Navas returned from City in 2017 after four seasons, 183 games, and, aged 32, supposedly nearing the end. Pep Guardiola later admitted he had let him go too soon but he understands the decision and so did everyone else. He had a season left, maybe two. It has been eight. Two more Uefa Cups. A return to the Spain squad five years later, the only man from that generation playing with this new one. “That’s the way I live; every day I want more. I never settle for anything.”

There’s that edge again: there is something in Navas’s career, his style, that speaks above all of insistence, relentlessness. Quiet he may be, but he is a competitor. “A [then] 38-year-old who trains like an 18-year-old,” Spain’s captain, Álvaro Morata, said in 2023. Navas says: “When I was in Manchester I went four, five years without being called up. Every Friday the squad was named I would be watching, waiting, hanging on the announcement. That was really, really hard. But I always held on to that hope. You keep going, keep hoping. And in the end, I was there.”
Right to the end, another winner’s medal round his neck, nothing left to give. He deputised for Dani Carvajal against Georgia, playing 85 minutes with his ankle swollen out of shape. “I’m strong in that sense. With my hip, a knock wasn’t going to force me off,” he says. “And what made us win was looking out for each other.” He faced Kylian Mbappé in the semi-final at 38, no pressure. “Well, I’ve been in football a long time and played lots of good players,” he says. And then on the eve of the final he finally revealed what he had been going through, admitting this was the end with Spain. There was no announcement, no noise, it just slipped out.

He hurt, yet held on. Six more months. Why? “Because it’s my life. I wanted to be here with my Sevilla during this transition, help the younger players. And making people happy is the most important thing.”

Last Saturday he played his last game at the Sánchez Pizjuán. “The moment I hope would never arrive has arrived,” he told his teammates before the game. As it ended, he sat on the substitutes’ bench alongside Manu Bueno, a portrait of the passage of time: the 20-year-old academy product who hadn’t been born when Navas made his Sevilla debut and trained and played at the Estadio Jesús Navas with the B team scored the only goal, the pair departing together immediately after. Navas embraced everyone, knelt and kissed the turf, sobbing as the stadium stood as one. When he lifted his shirt, he folded it so the name couldn’t be seen, only the number: Puerta’s 16.
Yet the name chanted was Navas’s, a man who belongs to everyone, universally admired in part because he never tried to be anything other than himself. “It’s hard to understand so much love,” Navas says. “People thank you for everything you’ve done, the way you are: the values my family showed me and I try to show my kids. Am I an unusual footballer? Could be. That might be why there’s affection. Because I’m normal. Because despite the pain I’m here giving everything. Because I haven’t changed. That’s what I hold on to. I’m proud of the trophies but the nicest thing is to take their love with me. Every ground I go to, there’s been applause; that’s incredible.” A teammate tells me: “You will not find a single person in football who has a bad word to say about him, still less anyone that has ever argued with him.”

One more left: the Bernabéu on Sunday. And then what? Coach? “No. People say: ‘You will because what you love is football,’ but I don’t see it. There is something I would like to do, something there in my mind,” Navas says. “I always followed Miguel Indurain. I love watching Pogacar and Vingegaard. It was always about football for me as a kid, but in the summer it would be the Tour de France. I’d like to cycle, and do it properly. It will be something I try, for sure. I can’t go out there just to pass the time, no. I’m not like that. I compete, give everything. Cycling is hard and I like that. I’ve been competing all my life and I have that ‘itch’.”

It’s almost time. Navas’s teammates start arriving, the last of hundreds he has had, all of them marked by him. Outside the sun is shining, once more into the fray. “Football is everything, my life. It’s what I’ve always done, every day,” he says. “I’ll have to look for something else, keep doing sport. And the bike is non-impact, it doesn’t hurt my hip. But today, I train. To the end. That’s what brought me this far.”

 

The Guardian Sport