SPORTACCORD 2024 INSIGHTS: Sport’s Perfect Storm
23 May 2024 14:34
US sports gear giant Nike was caught off guard as the new sponsor of China's national soccer team and had to improvise kits and other equipment less than a week before the highly-anticipated Asian Cup campaign.
Nike struck a deal worth $16 million (100 million yuan) a year to be the team's gear supplier until 2026 after China Football Association ended its more than 30-year-old partnership with Adidas, Nike's biggest global competitor, at the end of 2014.
Nike was allowed to provide the new home shirts China will wear at the 2015 Asian Cup, featuring the traditional red color and white polo collar, while the away shirts will see a striking red vertical stripe running down and a red armband, according to Tencent Sports.
The design, though based on the golden fashion mantra "less is more", still drew criticism as some thought it was incomplete without the dragon element, the traditional Chinese totem.
Others supported Nike, arguing that the Asian Cup demand came at a short notice for Nike as usually companies get a year to start preparations for tailor-made kits for their clients.
China will kick off its Asian Cup competition with a Group B game against Saudi Arabia on Jan 10.
Chinese soccer fans, many of whom have been disheartened by the team's poor performance in past years, still pin their hopes on its better form in warm-ups and its new French coach Alain Perrin, who also sees the Asian Cup as a testing ground of his capabilities.
The men's team has often lit the fuse of public fury for their lack of spirit and energy following some fiascos, including the humiliating 5-1 defeat to a half-string Thailand team in a 2013 friendly.
Original title by China Daily :New Nike kits for China soccer team are improvised
Future of Sport: A Global Sports Week x Viva Technology Collaboration, Will Open in June 14
12 Jun 2023 14:59
Related coverage
PEAK sponsored European Athletics Indoor Championships
11 Mar 2015
Chevrolet to sponsor International Champions Cup
06 Jun 2016
Zhong Da corporation to sponsor WCBA Liaoning
09 Jun 2015
Suning to sponsor Jiangsu Ladies FC
01 Apr 2016
ZTE: from Cinderella to Caesar
23 Jun 2015
More from Yutang Sports
SPORTACCORD 2024 INSIGHTS: How Gaming is Changing our World
07 May 2024
SPORTACCORD 2024 INSIGHTS: Harnessing the Soft Power of Sport
13 May 2024
SPORTACCORD 2024 INSIGHTS: Paris 2024 here we come!
02 Jul 2024
Interview with Andreas Zagklis: to keep popularization of basketball with all-round strategy
08 Jul 2024
SPORTACCORD confirms Istanbul as Host City for 2025 Convention
13 Mar 2025
Yutang Sports
loading...