Puma this year will have tonal prints sewn into the fabric of nine teams, a
darker or lighter shade of the primary color in patterns specific to the
countries: an elephant (Ivory Coast), a hawk (Togo), stars (Ghana), an eagle
(Tunisia), a lion (Czech Republic), the Swiss flag (Switzerland) or a palm tree
with crossed swords (Saudi Arabia).
It's not entirely new. During the 1990s, some teams used a similar shadow
striping. Mexico had a very noticeable Aztec design in light and dark greens,
while Brazil had its confederation shield more discreetly blended into its 1994
shirts when it won a fourth title.
With Germany, Argentina, Spain and France among its clients, Adidas probably
had the least discretion to alter the uniforms. Spain's standard red home has
vertical yellow pinstripes this year, not unprecedented in its history. The
Japan kit, with accentuated stripes on both the home and away jerseys, is the
most offbeat.
"Most of our countries are very traditional," said Michelle Bender, Adidas'
category manager for soccer apparel. "Countries that we have that didn't
qualify, like Nigeria, those have a little more flair and they're not as staunch
in their heritage. The Japan jersey, that has different marks. That's the only
one where we stepped out of the traditional."
Recently, most major manufacturers developed a stock pattern for jerseys,
blending in the colors of the countries to highlight their brand. Adidas had
broad stripes over the shoulder with the countries' colors. Nike had a circle on
the chest where the numbers were displayed. This year, Lotto has a pattern with
radiating stripes for Serbia-Montenegro and Ukraine, while Umbro has a stripe
over the shoulder and midway down the side for England and Sweden.
Adidas has a less-obtrusive form this year, incorporating its hourglass-like
category logo — the primary element on its "Teamgeist" ball, the official ball
of the World Cup — into all its apparel. It's most noticeable on the side panels
of the jerseys.
Nike and Puma, however, have gone a different route, developing a specific
look for each team.
So individual is the U.S. uniform, with a red-blue stripe down the left side
of the white shirt, that the concept was continued down the left side, including
the left sock. There's no danger of the players putting the sock on the wrong
foot, either. Nike's socks this year are sewn for the right and left, and
labeled as such.
None of the manufacturers will say how much their presence at the World Cup
is worth.
"The global market for soccer gear comes to billions of dollars a year. So by
virtue of size alone — the number of eyeballs, and the number of those eyeballs
who are looking to spend — the Cup is clearly extremely important," said Evan
Osborne, who teaches sports economics at Wright State in Dayton, Ohio.
"If one of a company's sponsored teams wins the Cup, so much the better, but
even being there is vital."
