Although fans thought the shared success would never end, the DFB can use the new Nike deal money to benefit the grassroots
The partnership between Adidas and German football has been a commercial and sporting success for both sides for decades. It is a shared history of advancement. In 1954, the country recognised itself in the national team, and in Adidas too. Back then, Adolf “Adi” Dassler was the equipment manager; his screw-in studs were innovative and gave Fritz Walter, Max Morlock and Helmut Rahn a foothold in the rain of Berne.
Later, Dassler built up a world-class company. Today, clubs such as Arsenal and Ajax regularly take up residence in a small town that doesn’t even have a railway station. The national team will also be preparing for the European Championship in Herzogenaurach. Dassler is the German version of rags to riches.
