Adidas AG is preventing people from buying personalised German football uniforms after it emerged that the design of the number 44 resembles a symbol used by Nazi SS units.
The sports brand confirmed they have “blocked the personalisation of the jerseys” but claimed the resemblance to the Nazi symbol was unintentional. The company said in a statement:
We have blocked personalisation of the jerseys in our online store. As a company we are actively against xenophobia, anti-Semitism, violence and hatred in all forms.
German media noted that the jagged design 44 resembles the Lightning SS emblem of the infamous paramilitary group.
The sporting goods manufacturer said the German football association and its partner, not Adidas, were responsible for the design of the numbers on the country’s new football jerseys. However, the story threatens the brand with further embarrassment after Adidas was criticised for not rushing to cancel its Yeezy collaboration with Ye, formerly known as Kanye West, in 2022 following the rapper’s anti-Semitic remarks.
Adidas shares fell 1 per cent in German trading, cutting its gains this year to 11 per cent. Adidas said:
Any attempts to promote divisive or exclusionary views are not part of our values as a brand and we strongly reject any suggestions that this was our intention.
The German Football Association said none of the parties involved had noticed any similarities to Nazi symbols during the design process. However, it is working on an alternative design for the number 4 and is considering other numbers in coordination with the Union of European Football Associations, according to a statement on X.
Meanwhile, for the first time ever, the colour of the football kit is bright pink. Fans claim the colour was chosen to represent the country’s diversity, the BBC reported. However, some critics claim that the colour was introduced to make money for the German Football Association.
Germany will host the European Football Championship in 2024, which will be held in 10 different cities.
The problems with Germany’s personalised kit came after England’s kit for the 2024 games was also widely criticised. Nike sparked fury among England football fans for going “out of their way” to change the St. George’s flag on their kit.
The American sportswear company replaced the traditional red cross with navy blue, light blue and purple on the shirt, which costs up to £125. Fans and commentators have condemned Nike for what the company described as a “playful update” of the collar to “unite and inspire” fans.
Some, following the unveiling of the new Three Lions jersey on Monday, called it “ugly” and demanded the flag be returned to its original colours. But neither Nike nor the Football Association (FA) plan to recall the kit, with sources saying the altered flag is a tribute to the 1966 World Cup winners.
