France Says Buh-Bye Adidas, Hullo, Nike!

February 22nd, 2008 | by: Laurie |

Hello Swoosh!

Hold onto your old Adidas France jersey. It’s a collector’s item now that France has signed with Nike.

Or…well, maybe not yet. But in 2011, for sure. That’s when the contract starts, and it runs through 2018. In other words, for most of the Karim Benzema/Samir Nasri/Hatem Ben Arfa years.

The contract is worth 320 million Euros over its duration. That ain’t pennies.

The official announcement is kind of interesting. It devotes a paragraph to how great Adidas is, saying,

For nearly 40 years, Adidas has accompanied national football in its development and the France team in its international conquests.

A big loss for Adidas, no? But they do still have individual contracts with some of the France players, like Benzema, Nasri and Vieira. That’s something.

Think I’ll go put on my Adidas Zidane shirt now and think about forty years of history heading out the door.

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http://None Caesar

Money..Money..Money…it’s all about MONEY! Tradition and history are quickly set aside when you are presented an offer you can’t refuse!
Marco

I’ve always pictured France as a Coq Sportif kind of Gal
glatisant

Nike? EEWWWW.
As far as I know they’ve been wooing the German NT pretty aggressively, too. Now how embarrassing would that be for Adidas (considering it’s a German company and all) if Nike succeeds?
Oh well, nothing to be done about it. But the FFF’d better be putting that money to good use, is all I’m saying.
Marco

This what les guignols de l’info think of Nike , http://www.youtube.com/watch?v=jVTS7j5Rq-A
Doumé

I agree, it will feel like something’s not quite right without the 3 stripes on the side. I think the white jersey from WC 06 was the best they ever looked.
http://france.worldcupblog.org Laurie

That’s the one I have. #10.
http://ghana.worldcupblog.org Inara

It’s unfortunate that we’re losing the historical ties, but that’s close to €43m per year, which is the biggest shirt deal in the history of football – ever. Right now, Adidas is paying France only one fourth that per year. If this money can be put to good use (ie back into our academies, better doping and violence controls, amateur clubs), I’m all for the change.

Here’s some other interesting facts: Nike did offer €30m/year to England, but they opted to stick with Umbro. Nike’s next highest kit contract is with Brazil, at €13m/year. Puma is paying only €13m/year to Italy. Portugal and Germany get around €10m/year or so.

I think part of the reason Nike took such a big leap with France is because they have high hopes on France becoming very marketable in the future, especially when you look at the talent coming up through the ranks and the style of football they like to play. Plus, Nike will earn a lot of money from kit sales in France, definitely more than they would earn in Brazil.

And anything to make things difficult for Adidas, right?
Luc

I think that Inara got it exactly right. Nike is banking on not only success des bleus in the future, starting from the Euro 2012, but doing success with attractive football. When you look at the number of people who buy Brazil jerseys (does anyone actually hate Brazil??) it makes sense to invest in another team you think will play the beautiful game with success. Still, the sheer jump in dollar figures, it’s still really impressive!
Doumé

Inara, yes, it would be good for the $$ to be put to good use, and thanks for the info. I’m still in shock that we would be outclassing Brazil by that much.

Laurie, I had planned on getting one of them white 06 jerseys, but never could decide on the number: #10, #22 or #19. I might go with 10 before it disappears. For now I’m still doing with the home blue #12, not so bad.
Oh, and little nugget for you: here’s our Vikash again. This time he’s into politics (how am I not surprised) (oh and incidentally he also says he is still in good terms with the PSG president but doesn’t plan on coming back):
http://muniparis.blog.lemonde.fr/2008/02/24/vikash-dhorasoo-un-bleu-perdu-en-politique/#more-487
So, before you click, take a guess, does he pull for a conservative (right) or progressive (left)…?
http://france.worldcupblog.org Laurie

I haven’t clicked yet. And I’d guess he pulls Thuram-style left, just based on his support for anti-racism and organizations like Paris Foot Gay.

Okay, now to see if I’m right.
Doumé

Laurie, what can I say, you’re too good
Jacque

This is insane money and any Federation that turns it down should be kicking themselves (e.g. DEB). With all due respect to tradition and loyalty, there is always a price that will toss it aside. Do you think adidas had a right to match Nike’s offer – you bet – but they weren’t willing to do it! Is that disloyalty?

It’s one thing if you sell out to a secondary brand, but you’re talking Nike – a company with history of innovative product design, great marketing and a strong commitment to sport.

Sure, Nike is buying its way in and likely will take a hit in the short-term. Long-term, if Nike positions itself right and FFF spend the money in a positive way, kids will grow up with Nike, FFF fans will support Nike and when they’re shopping for workout apparel, basketball shoes, tennis gear, Nike will be their brand of choice. This isn’t just about football equipment and apparel. It’s about brand positioning to grow Nike’s overall business in France at the expense of adidas.