Adidas and its resurgence from the jerseys for the Qatar 2022 World Cup

Adidas and its resurgence from the jerseys for the Qatar 2022 World Cup

Kits are one of the most exciting elements leading up to a World Cup for any fan. Adidas unveiled the jerseys it will wear to the teams it sponsors at Qatar 2022 and showed why it is back on top.

For this World Cup edition, the brand with the three stripes will dress the Mexican National Team, Argentina, Germany, Belgium, Spain, Japan and Wales (although this clothing has not yet been announced). Some criticism arose from a minority sector, but in general terms it is agreed that the beauty of these kits is undeniable: “Adidas has already won the World Cup”.

In past editions, the German company had been questioned about its designs. In Russia 2018 they adhered to the retro trend within the world of fashion —something that both delighted and disliked—; now, they seem to be more focused on generating a true identity through uniforms. Like Japan, who pays homage to origami on their home jersey.

Another concrete example is that of Mexico. The fans had been unhappy because there was no real connection between the uniform and the national roots. The 2014 and 2018 editions were questioned for the lack of representative elements, unlike other teams such as Nigeria. For Qatar 2022, the inertia changed and there is already a tribute to the pre-Hispanic world through the jerseys.

In the local version, the green one, it is less noticeable. But the visiting clothing is a complete nod to the pre-colonial context, the one that has generated identity, belonging and pride in Mexicans since time immemorial. The shirt has a white base and cherry-colored details that allude to the Aztec culture. Some even compare it to the mythical shirt they used in the 1998 World Cup in France, which had the sun stone as the main decoration.

“It has elements related to Quetzalcóatl, one of the most important gods in pre-Hispanic cultures. The feathered serpent is a deity of dualities, of heaven and earth, it represents the human and the divine, an important element in the world of sports. The representations of feathers are linked to Quetzalcoatl and Huitzilopochtli, and will be a symbol of power. Another element that we found is the malinalli, a symbol of grass, it represents the earth and refers us to the soccer field”, said the Art Historian, Veka Duncan, in an interview for Récord.

Mexico is a guarantee of sales. Although they do not have the sporting success of other teams, or the great world figures, their shirt is one of the best sellers. According to data from the sports consultancy Euromericas Sport Marketing, the Tri jersey was the sixth most purchased at the 2018 World Cup in Russia globally (3 million 230 thousand people), and was the second most sold of Latin American nations, by below Brazil.

A uniform has an impressive ability to excite its people —consumers—. The visual and aesthetic appeal continue to gain ground over the sporty. These kits that were released are worthy of the Aztec warriors who gave everything on the battlefield, and although the marketing says yes, the players of this Tricolor do not seem to have a passion similar to that of those characters.

Cultural connections are alluded to because sports connections are fragmented. Mexico has not been able to connect from the results or its operation, and a garment that unites them from the roots could be the answer to maintain support, although it does not aspire to much.

Memories are an element that is used to generate emotion from a shirt. The brand with the 3 stripes also wanted to pay tribute to Jorge Campos through clothing. In the Icon collection, a shirt inspired by the exotic colors of Brody that he used in the 90s was launched. In addition, the goalkeepers Spain, Germany and Argentina were also honored.

Adidas returned to the praise thanks to the depth of its pieces. Those shirts that serve as a sports uniform for the players and as a support tool for the fans, also have the ability to be a garment that elevates the style of those who wear them.

The Blokecore, the trend that unites the best of fashion and football, may be the way in which the rise of Adidas is translated from another landscape, the one in which athletes or fans do not inhabit, only those who want to be in trend without even having an interest in the sport.

Today the garments seem to be designed more to show off on a catwalk than for a game full of “dirt”. Technology has been able to unify two worlds for the benefit of the athlete —and the consumer—.

The other side of the coin
Adidas excelled with its designs, but its “sister” brand, Puma, did not fare as well in public perception. The also German company was harshly criticized for the uniforms that their teams will use in the World Cup.

The use of giant numbers in the center and excessive simplicity were the elements that generated the most disagreement. It is true that minimalism is a trend that has gained popularity in recent years, but for many, what Puma did was excessive. Instead of generating a “unique” piece that identifies a nation, they created replicas with a few differences.

Puma’s clothing lacks identity elements, something totally opposite to its competition. Color is the only vehicle that transports the roots, but today and in a context of differentiation, it is not enough.

who will reign
As already mentioned, Adidas will dress 7 of the 32 National Teams in Qatar 2022. Nike will dress 14 and is positioned as the brand with the highest volume for this edition (more chances of a champion team). Puma is the third company, it will sponsor 6 teams, and then another 5 brands will have only one selection. This is how they would be distributed:

  • Grupo A)

Qatar (Nike), Ecuador (Marathon), Senegal (Puma), Países Bajos (Nike).

  • Grupo B

Inglaterra (Nike), Irán (Majid), Estados Unidos (Nike), Gales (Adidas).

  • Grupo C

Argentina (Adidas) Arabia Saudita (Nike), México (Adidas), Polonia (Nike).

  • Grupo D

Francia (Nike), Australia (Nike), Dinamarca (Hummel), Túnez (Kappa).

  • Grupo E

España (Adidas), Costa Rica (New Balance), Alemania (Adidas), Japón (Adidas).

  • Grupo F

Bélgica (Adidas), Canadá (Nike), Marruecos (Puma), Croacia (Nike).

  • Grupo G

Brasil (Nike), Serbia (Puma), Suiza (Puma), Camerún (Le Coq Sportif).

  • Grupo H

Portugal (Nike), Ghana (Puma), Uruguay (Puma), Corea del Sur (Nike).

Melissa Galbraith
Melissa Galbraith is the World News reporter for Globe Live Media. She covers all the major events happening around the World. From Europe to Americas, from Asia to Antarctica, Melissa covers it all. Never miss another Major World Event by bookmarking her author page right here.