Go blue! The howl also exploded yesterday evening in Herzogenaurach, the Bavarian town which since 1948 has been divided between fans of Adidas, the award-winning company founded by Adolf Dassler, and those of Cougar, smaller, promoted by his older brother Rudolf, sponsor of the Italian national football team. An unfortunate choice until yesterday, because after the renewal of the contract in 2015, the Italian team hasn't done much to deserve the salary: 22 million a year until 2023. Not too many, indeed a real bargain if you consider the 400 million euros that Nike has undertaken to pay the English federation from 2018 to 2030, or 33 million a year as revealed by Brand Finance, the independent organization that monitors the trend of the brand market, a sector, at least in soccer, very exposed to the results of the various national teams .
Suffice it to say that the France, credited with a turnover of 71 million since 2018, has seen revenue jump to 91 after the success in Moscow, while England, thanks to the honorable fourth place at the World Cup, it had already risen to 77 million euros a year. Now, thanks to the performance of Kane and his companions, the federation can aspire to raise at least 20 million more from sponsors, up to the record figure of 95 million euros.
And the Azzurri? At first calculation Gigio Donnarumma's saves they are immediately worth an additional 13-14 million in proceeds for the federation. Needless to do it on purpose, a figure in line with the salary that the goalkeeper will receive from Paris Saint Germain. The federation's budget, already declining after the failure to qualify in Moscow, will rise to around 60 million. To begin with because the sponsors, starting with Puma, intend to hold on to a marketable brand, in spite of the more solid and fierce competition: Nike, the US giant that boasts a stock market value of 250 billion dollars, sponsors 9 teams ; Adidas (65 billion capitalization) eight. Puma (15 billion in value, François-Henri Pinault of Kering first single shareholder even after the sale of the majority to the shareholders of the Gucci maison) only four. And among these (Austria, Switzerland, the Czech Republic) none has the appeal of Macini house.
In fact, Italy promises to finally give great satisfaction to those who bet on triumphant lifestyle after the pandemic. Sales of ties are collapsing, the proverbial office grisailles lie in warehouses despite the bargains on sale, fashion, in the time of the pandemic and smartworking, is increasingly looking at the sports model, amplifying a trend that has been going on for some time thanks to a mix well matched: the changing lifestyle, the exponential increase in fitness and the demand for sustainable clothing, as well as the growing participation of women in sports. An estimate of Research and Markets shows an increase at an annual rate of 7% until 2026.
In this frame winning weapons they are the reference to sports practice combined with the technical rendering of materials, increasingly sophisticated and indispensable for those who want to feel like Soldini (at sea), Messner (on the peaks) or Tamberi (who wishes good luck to the Italian jumper leaving for Tokyo) . Exemplary in this area is the offer by Puma which has replicated the shirt of the Italian national football team also in women's and children's versions, to allow these groups to participate in international "events" using a high-performance and sustainable fabric.
But the examples can be a thousand. A lot of water has passed under the bridge since René Lacoste, a legend of the Roland Garros fields, cleared tennis clothes to create the most famous t-shirt. Or since Remo Ruffini reinvented Moncler. Overseas Lululemon, which made its fortune thanks to yoga (revenue in the quarter +88%), recently presented its new project: mats and bags for meditation made in mylo, a material that similar to leather created through the roots of mushrooms. “For us, leveraging a material like Mylo demonstrates our commitment to creating a healthier environment through low-impact products.”
