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New DFB away jersey: “It’s trying to make a statement”

Photo:

adidas

On March 14th, Adidas presented the new jersey designs of the German national soccer team for the upcoming home European Championship (June 14th to July 14th).

In addition to a classic version in white, the away jersey stands out with an unusual color combination: it is purple-pink.

A style that is primarily intended to appeal to younger people.

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National player Müller in the new dress: “You want to please young people”

Photo:

adidas

The German Football Association DFB and supplier Adidas are once again foregoing the traditional green in which the national team played away for decades.

In previous years, the team had worn red and black jerseys, among other things.

SPIEGEL:

At the home European Championship, the German team will wear, among other things, purple and pink.

How do you like this as a brand professional?

Loko:

Personally I think it's pretty wrong, but as an expert I obviously see the intention behind it.

SPIEGEL:

Which one is that?

Loko:

You want to please young people.

My daughter is 20 and she just wrote to me that she thinks the jersey is cool and that it's something different.

But I wonder whether the intention is too transparent.

To me it seems too pandering, too "Hey, we're cool"-like.

SPIEGEL:

What bothers you about the color?

Loko:

Pink, pink, purple has nothing to do with the national team.

It's a newfangled decision, not timeless enough, especially with a home tournament in mind.

On the other hand: Nobody becomes a fan of the national team or turns away from it because of the jersey color.

SPIEGEL:

According to Adidas, the jersey should represent the diversity of Germany.

Political discussions already overshadowed the DFB team's performance at the 2022 World Cup in Qatar.

Is this now in danger of happening again?

Loko:

The danger exists.

An attempt is made to make a statement - which there is nothing wrong with.

The statement is a good one.

But doesn't it overwhelm the players when too much socio-political stuff is forced into the jersey?

SPIEGEL:

The initial reactions on social media are predominantly negative.

Loko:

The makers will say: This is exactly the discussion we wanted, now everyone is talking about it.

But in the medium term there is a risk of communicative damage if central values ​​and symbols are treated so carelessly.

tne