As the football 2010 World Cup in South Africa reaches the business end of the tournament the top global sportswear manufacturers – Nike, Adidas and Puma – will be hoping that one of the teams wearing their kit might lift the trophy.
Winners of these quarter finals meet in the semi finals
Netherlands (Nike) v Brazil (Nike)
Uruguay (Puma) v Ghana (Puma)
Winners of these quarter finals meet in the semi finals
Argentina (Adidas) v Germany (Adidas)
Paraguay (Adidas) v Spain (Adidas)
At the quarter final stage of the tournament Adidas found it had four representatives in the second quarter final section, thereby ensuring that it would have a representative in the final. Meanwhile, the first round of quarter finals set up the prospect of a 'Nike v Puma' semi-final with the winner going on to meet Adidas.
However, blanket media coverage of the tournament has also enabled other brands to display their kits via their representatives – Umbro (England), Joma (Honduras), Brooks (Chile), and Legea (North Korea).
The world may still be reeling from global recession but sales of replica shirts do not appear to have been affected, in this lucrative industry. During the tournament Adidas announced that in the first quarter of 2010 they had achieved 6.5 million sales of replica shirts. So, there is plenty resting on the results other than collective national pride or national disappointment. Following England's departure from the finals the price of replica shirts dropped – in some instances £40 shirts were reduced to £28. However, there is no denying that the World Cup finals represent the ultimate fashion parade where teams can parade new designs for fans to emulate.
Adidas – A Tale of Two Brothers – Adi Dassler
World Cup 2010 teams – Argentina, Denmark, France, Germany, Greece, Japan, Mexico, Nigeria, Paraguay, Slovakia, Spain, South Africa
In the 1920s German brothers Adolf Dassler and Rudi Dassler ran a successful sports shoes business in Bavaria called Gebrüder Dassler Schuhfabrik. However, the brothers split acrimoniously in 1947 and formed rival companies. On 18 August 1948, Adolf took the letters of his diminutive name 'Adi' and joined them to part of his surname das to form adidas AG. Meanwhile, Rudi using a similar formula formed a rival company Ruda, which later became known as Puma.
Today the Adidas is reckoned to be the second largest sportswear manufacturer in the world, second only to Nike.
Nike – Greek Goddess of Victory
World Cup 2010 teams – Australia, Brazil, Netherlands, New Zealand, Portugal, Serbia, Slovenia, South Korea, USA
Nike's entry into the sportswear market started with sports shoes when Blue Ribbon Sports was founded in January 1964 by athlete Philip Knight, who was at the University of Oregan, and his coach Bill Bowerman. The company was rebranded Nike Inc (Nike being the Greek goddess of victory) in 1978. In 2002 Brazil won the tournament wearing Nike kits.
Puma – A Tale of Two Brothers – Rudi Dassler
World Cup 2010 teams – Algeria, Cameroon, Ghana, Italy, Ivory Coast, Switzerland, Uruguay
As noted above Rudolf Dassler formed PUMA Schuhfabrik Rudolf Dassler in 1948, after his split with his brother Adolf. Italy won the 2006 World Cup finals wearing Puma kits, although the Azzuri have had a poor tournament in 2010.
Umbro – 1966 And All That
World Cup 2010 team – England
Traditionally England has stuck with home suppliers Umbro based in Cheadle, Greater Manchester – although in 2007 following a buy out Umbro became a subsidiary of Nike. In 1910 the company began life as Humphrey Brothers Clothing based in Wimslow, Cheshire before extracting the 'um' from Humphrey and joining it to the 'bro' of Brothers.
Brazil wore an Umbro kit for their 1994 World Cup triumph in the USA. In the 1966 World Cup finals England, along with most of the other teams in the competition, wore Umbro kits. However, the disappointing team of 2010 didn't make it past the last 16.
Joma – Colourful Boots in Football
World Cup 2010 team – Honduras
Spanish sportwear manufacturer Joma Sport was founded in 1965 by Fructuoso López. Like most of its competitors it began life making sports shoes. Indeed, in 1998 Joma brought coloured football boots to the attention of players and fans alike. Honduras departed in the group stage.
Legea – Link Up With North Korea
World Cup 2010 team – North Korea
Legea was founded in 1990 and is based in Pompei, Italy. It is the youngest sportswear company to feature in the 2010 World Cup. After their sponsored sides Zimbabwe, Bosnia-Herzegovina, Montenegro and Iran failed to qualify for South Africa the company went looking for a representative team and found North Korea, who despite a plucky performance against Brazil exited early from the competition.
Brooks – With Football Everyone Wins
World Cup 2010 team – Chile
Based in Bothell, Washington, USA Brooks Sports, Inc was founded in 1914 by Morris Goldenberg who named the company by adapting his wife's maiden name Bruchs, Not noted for football sportswear, Brooks also sponsor Sri Lanka's national football team. On the Chilie kit their neckline reads Con el futbol todos ganamos (with football everyone wins). Chile made it to the last 16 before they were eliminated by Brazil.
Eddie Dyja - I have been working as a freelance editor/writer since 2006. My specialist subject is British film and television having worked at the ...
