Lionel Messi was the great protagonist of the World Cup, long before the consecration of Qatar after 36 years of frustration. In just one year, the AFA managed to raise around $50 million, an all-time record. This not counting the 30 million dollars of floor that the contract with Adidas brings back (official clothing supplier), plus royalties for global sales of at least 2 million t-shirtsas calculated in the entity, before the consecration this Sunday.
A few days before the final, the “Messimania” exploded globally and the 10 jersey sold out worldwide. In Argentina, getting the official robe was an ordeal for the fans. The enthusiasm for the team led by Scaloni was such that the brand with the three stripes was unable to satisfy the demand. “55% more sold than the 2018 World Cup in Russia, well above our projections”, they complain today.
But Adidas doubles the bet and next Monday will launch a new edition of the Argentine shirt, with 3 embroidered stars and the golden FIFA shield in the center with the words “Champions 2022”. It’s the same one the players wore this Sunday as they celebrated after their breathtaking final win against France. “The factory is producing full time, but there are still details to work out. One of them is the price”, a company source said clarion.
Officially, the new national team shirt went on sale on July 28th. Later the alternative was added, where the color purple predominates. Both come in two flavors and are manufactured by RA Intertrading. The “replica” (or fan’s) costs nearly $18,000 but the premium one (identical to the ones used by the players and made with imported fabrics) goes up to $29,000. Not even in the Adidas online store, while trout proliferate, almost all of lesser value.
This is despite RA Intertrading adding new production lines. “Even if we wanted to we have not been able to increase the volume because making t-shirts is a craft job that requires highly qualified personnel, like seamstresses and cutters”, they explain. In the textile industry they agree that there is a shortage of manpower and that this has to do with the departure of many Bolivian and Peruvian workers, who have returned to their countries of origin due to the unfavorable exchange rate.
As per tradition, Adidas does not reveal sales figures. They discount, yes. an overheating of the demand for the official shirt with the 3-star AFA championship, for the euphoria unleashed after Sunday’s victory and for the celebrations of thousands of fans at the obelisk and in the main squares of the country. “We can’t do anything, even if it’s convenient for us to sell more. It’s about Adidas and there are problems in the country that concern them, such as the obstacles to imports and the lack of manpower and the high effervescence of the people,” an AFA executive declared days ago.
Qatar 2022 presented another novelty. After 12 years, the two global sportswear giants, Adidas and Nike (official sponsor of France) have once again defined a World Cup. The last time was in 2010, when Spain and Adidas played against the Netherlands and Nike. Brazil 2014 (Germany and Argentina) was monopolized by Adidas and in Russia 2018 (France and Croatia), by Nike.
Adidas was the first sponsor of the Argentine national team: it was for the 1974 World Cup. That year, the AFA received $35,000 from the brand, which accompanied the albiceleste to almost all World Cups, except for 1986, when the team led of Maradona became champion with Le Coq Sportif garments.
Source: Clarin
