Recently, the German Football Federation (DFB) announced that it will end its 70+ year partnership with Adidas in 2027 and switch to NIKE.Generally speaking, changing sponsors is not uncommon, but this is a big deal for German soccer, not only because Adidas is a big brand in Germany, but also because Adidas has a storied past with the country, which I'm going to share with you today.
At the beginning of the story, first of all, we should mention Adolf, the founder of Adidas. His brother Rudolfdassler Dassler, if you go searching now, you will immediately find that Rudolf Dassler is actually the founder of another famous sports brand from Germany, Puma, this pair of brothers originally ran the "Brothers' Shoe Dassler" together. The two brothers originally ran the "Dassler Brothers Shoe Factory" together, but eventually broke up into bitter rivals in the marketplace, and the two never reconciled until their deaths.
The brothers' gratitude and resentment can be a difficult time. Here we briefly mention that they still work together. They came across the 1936 Berlin Olympics, hosted by Germany. It was a perfect opportunity to publicize their sneakers. At this time, Yadi Dassler chose Jesser. Owens, a black American track and field athlete, who was invited by the sponsor to wear his sneakers, and it is said that as soon as Jesse Owens put them on, he was amazed by the performance of the shoes. Later, he won gold medals in four events: long jump, 100 meters, 200 meters and 4x100 meters relay. His success also made the endorsed dassler shoes start to be famous.
The insight of Adolf Dassler could have been used instead to embarrass the shoe manufacturers, as the German leader at the time, officially the infamous Adolf Hitler of history, wanted to use the Olympics to prove to the world this 'superiority of the Aryan Race', and in the end it was suspected that this could be the first Olympics to use banned substances, as the Germans had discovered the sport in 1935 banned drug steroids, and the IOC issued a special statement in 1954 apologizing for choosing Nazi Germany to host the Olympics! From an anti-Nazi perspective, Jesse was the best player at the Olympics that year. Owens.
Overall, Nazi Germany is the big winner of today's Olympics, but setbacks on the track and field still leave Adolff Hitler without a light on his face, especially since this 'inferior black man' turned out to be a local shoe factory 'sponsoring a foreign enemy' to defeat his own family.Adolf From there, Hitler apparently began to intentionally suppress the Dassler Brothers shoe factory when Rudolf's Dassler didn't understand, brother Rudolf Dassler finally couldn't help but blame his brother, in fact, there were many people who said to Adolf at the beginning Dassler suggested that this move was incongruous, but the idealistic Adolf Dassler was bent on replacing Rudolf From Dassler's point of view, the company had to be protected. .
In 1948, the partnership between the two brothers with different ideas broke down completely, creating two separate brands, which are well understood so far. It is said that the first time Rudolf saw his brother's adidas logo, Dassler sneered and said. "Three boring lines!" , and Adolf Dassler saw his brother Puma's jaguar trademark sarcastically said "a kitten!" , and even with a large number of employees on both sides, there's a joke in the local town that people will look at what you're wearing on your feet before deciding if they want to talk to you."
After the two separated, only Adolf Dassler produced shoes of good quality, but Rudolf was better at sales strategy Dassler obviously developed better, until before the start of the 1954 World Soccer Championships, suppressed by Puma adidas ushered in a turnaround.Sepppp, the coach of the West German national team Herberger came to the door and expressed his hope that Sepppp, the coach of the West German national team, Herberger, came to his door and expressed his hope that adidas would provide shoes and sponsorship for West Germany, which he had just been turned down by Puma!
It is hard to imagine that the German team, with its wealth of tournament honors, was virtually ignored before the start of the 1954 World, because after the end of the Second World War in 1945, Germany was not only divided into East and West Germany, but also despised throughout the world because of the misdeeds of the past Nazi government. In addition to the fact that its people were going through a rather difficult time, it was banned from playing in the first post-war world team in 1950. Four more years passed after the absence from the tournament. At this time, West Germany did not have a well-established professional league, so the team was essentially made up of a number of amateur players. In addition, in the past, West Germany lost a lot of talent due to the war. At that time, this West German team only gave people a strange and involved feeling.
