Dortmund, Germany, June 29 (Xinhua) -- From the initial announcement of the hot discussion among fans, to the later sell-out of multiple sizes, the host German team's bold design and colorful pink and purple jersey in this European Championship gradually captured the hearts of the people, becoming the most successful case of the German team's away jersey.
When reporters interviewed Frankfurt, Stuttgart and other stadiums, they found that many sizes of pink and purple jerseys were sold out. Fans, young and old, wore pink and purple jerseys to watch and cheer for the game.
Adidas global corporate communications head Jan Runau (Chinese name "Yang Huanan") said in an exclusive interview with Xinhua News Agency reporters a few days ago that the pink and purple jersey is the highest-selling German team away jersey in the company's history, and many sizes are currently in short supply and are stepping up production and replenishment.
"I can't disclose the specific sales, but I can say the percentage." "Typically, 80 per cent of home kits are sold and 20 per cent of away kits. With this innovation, the pink-and-purple design of the German team almost evenly split the sales ratio between the away jersey and the home jersey. ”
Runau spoke to reporters about the origin of the jersey's design.
"When it comes to Germany, Germans and German football, a lot of people have stereotypes, but over the years, Germany has undergone a lot of changes and a multicultural social ecology has formed. We designed it with the intention of presenting a modern, new image of Germany. Runau said.
The design of the German team's home jersey has not changed much over the years, usually in white tones, with the German flag color as the main design element, reflecting the respect and inheritance of traditional culture.
"The design of the team's home jersey is generally a continuation of the tradition, for example, Italy is blue, Bayern Munich is red." "The away kit could have a little more space to show off your creativity. We carried out some tests during the design process, especially for young people. Not only the people who play football are recognized, but many people who don't play football are also willing to buy pink and purple jerseys. ”
Adidas' marketing strategy has always been focused on young people, such as the signing of England star Jude Bellingham, German international Wirtz, Spanish teenager Yamal and Chinese break dancer Liu Qingyi, whose popularity has soared over the past year. They run a lot of ads on social platforms that young people love to use.
"We're always looking for future stars, and we hope to tap them out at a young age for long-term sponsorship." Roonau said.