How Adidas Has Brought the New and the Old Together. 2018 World Cup Edition

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How Adidas Has Brought the New and the Old Together. 2018 World Cup Edition

Social media allows us to react to an event or engage in a discussion through a small tap of an app on your smartphone or a keyboard of your laptop or computer that delivers your statement across the world, like a player being capable of passing the ball to any player he wishes to. Of course, sports have developed from this and there are now real-time reactions as if you are in the stadium watching the game.

2018 is a year of huge sporting events: the Super Bowl this upcoming February, the Winter Olympics and of course, the 2018 FIFA World Cup. The World Cup is a soccer (football) festival that brings people together and whether your team qualified or not, it is crazy how we talk exclusively about the World Cup, even though there are other sporting events, like the NBA Finals, going on. Every World Cup has something new: new favorites to win the title, new dark horses, and new disappointments. As a long time soccer fan, however, I feel that this World Cup would be more special than ever because it offers something that feels new, yet old at the same time.

Several national teams, like Spain, Colombia, and Belgium, that are sponsored by Adidas, brought the old designs of the jerseys from the 80’s and 90’s. However, nothing gets better than starting off with the defending champions Germany. Adidas, one of the main sponsors of the World Cup, reveals the nostalgic jersey from the 1990 World Cup, which West Germany at that time won it. This jersey is both new and old at the same time because people who watched the 1990 World Cup will definitely remember the jersey and for those who started to watch soccer, it will be something new as they never got to see this design on television. Here are some of the reactions:

James LM reacted to this by tweeting a picture of a German player Lothar Matthäus wearing the jersey from the 1990 World Cup, showing the similarity between the 1990 and 2018 jerseys. He also tweeted “déjà-vu,” a feeling of familiarity that Germany can win the competition again.

Deji Faremi had the similar idea of James LM. By saying that this jersey is deserving of another World Cup triumph, he expects Germany to go and win it. Even though judging the results of the World Cup by looking at the team’s jersey is as ridiculous as it can get, the jersey’s design itself brings the fans from the past to react to it and reminisce the 1990 World Cup.

Image result for 1970 fifa world cup match ball

To my surprise, jerseys were not the only ones that brought back the nostalgia. Adidas also have brought back the iconic soccer ball known as “The Telstar” from the 1970 World Cup. It reintroduced the classic look of black panels dominating the design, as it did in the 1970 World Cup. However, it also introduced something new as people can interact with the ball using their smartphones, as the ball has a NFC (Near-field Communication) chip inside for the first time ever.

Sam McWhorter is delighted that the game has evolved and now we can interact with the ball by using a mere smartphone. If you were to tell me ten years ago that you can interact with the ball in 2018, I would not have believed you at all.

So what’s my point of showing what Adidas is doing for this World Cup? I want to make a point that people now can read other people’s opinion without going out and asking others to react to this picture or incident. or people do not have to wait for the TV commercial or magazines to see the upcoming releases. I also want to make the point that Adidas can use social media to introduce the old, yet new ideas to all audiences. I initially saw social media as something that mostly our generation would use, but what Adidas has done is something exceptional as it brought the items from the past with future ideas.  Now, I see social media as a small, yet giant mike that sends your message to everyone around the world.

 

 


2 Comments

Ansley Heard

Ansley Heard

January 17, 2018at 4:09 pm

I love the idea of them taking the old design for the Germany jersey and redoing it for this years World Cup. I’m not a Germany fan, but the jerseys are very cool.

Jacob Wright

Jacob Wright

January 17, 2018at 5:30 pm

As a marginal soccer fan, I liked the designs of the jerseys initially. But now that I know they are nods to throwback jerseys they make them much more appealing to me. I’m sure for big Germany fans that recognized this immediately they were ecstatic with the new jerseys.

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