The Devils’ “Tintin” jersey, once criticized, is a hit abroad: “We want to broaden our audience”

The Devils’ “Tintin” jersey, once criticized, is a hit abroad: “We want to broaden our audience”
The Devils’ “Tintin” jersey, once criticized, is a hit abroad: “We want to broaden our audience”
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Sales based on results

On the Adidas side, we confirm this craze for the blue Devils jerseys, even if the figures remain confidential. “It’s a jersey that has been very well received by the general public almost everywhere in our traditional marketsexplains Frank Basters, director of brand activation at Adidas. The first sales were very quick.” Historically, Belgium is not one of the countries that sells the most jerseys for the German equipment manufacturer. “Sales depend a lot on the size of the country, its football culture and of course its sporting results. Argentina jerseys sold like hot cakes after the country’s recent victory at the World Cup. On the other hand , once a country is eliminated from a competition, the fall is automatic,” insists Frank Basters.

According to one report, the production cost would only represent 6.5% of the total price of an Adidas national football team jersey in 2018.

Jerseys are a big money business. Every two years, namely as the major competitions approach, the national football teams change their outfits, to the great delight of Nike, Adidas and other Puma who see their sales skyrocket. Faced with behemoths like Brazil, Germany or England which only modify their equipment in a homeopathic manner, little Belgium often has to be original.

A hell of a budget

If the federation only touches the red of the traditional jersey very little (for home matches and with which the Red Devils will also play at the Euro), it does let go on the “away” and training jerseys. “Belgium has evolved a lot over the past ten yearsanalyzes Frank Basters. The Belgian federation is very innovative. It’s a pleasure to work with them and we have had great success with iconic Belgian jerseys, like that of Tomorrowland or the cycling jersey.” Adidas’ objective is not just aesthetic. “We want to expand the traditional audience of football fans to other targets, such as music or comic book fans.”

The most expensive sport to practice in Belgium reaches several thousand euros per year

What does the sale of these jerseys bring to the Belgian Football Federation? The figures are also confidential. According to various NGOs (see below), profit margins are particularly high on this type of swimsuit produced at low prices in Asia. The production cost would thus only represent 6.5% of the total price of the jersey in 2018. At 150 euros for an “authentic” outdoor jacket, the slate rises, on the other hand, very quickly to support it. “This may seem high but it is the official jersey with which the Red Devils will play, justifies the Adidas manager. It is therefore the best in terms of quality. We also have different other cheaper price ranges for jerseys intended for supporters.”

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