Background and Significance of Adidas’s Long-Standing Relationship with Mexico
Adidas has been a steadfast supporter of Mexico’s national soccer team, known as “El Tri,” for two decades. Despite not having achieved World Cup triumphs and facing elimination in the group stage on multiple occasions, Adidas has remained committed to the team. The governing body, Femexfut, has also undergone changes during this period. The brand’s 20-year partnership, set to continue until 2034, was recently renewed in November 2024. For the next ten years, Adidas will continue outfitting El Tri in World Cups scheduled for 2026, 2030, and 2034.
Adidas’s Commitment to Mexico’s Soccer Culture
Jorge Dionne, Adidas’s General Manager for Mexico, emphasized the brand’s dedication to the Mexican Football Federation (FMF) during both prosperous and challenging times. Adidas has been instrumental in shaping the identity of El Tri’s tricolor jersey.
Cultural Significance and Impact
The event showcasing the new jersey took place at a green-lit facility in Mexico City’s Cuauhtémoc Alcaldía, highlighting the strong connection between Adidas and Mexico’s soccer culture. The brand currently dresses 22 national teams, including those yet to qualify for international competitions.
Although specifics like pricing, colors, and design were known before the event, Adidas kept the launch exclusive through direct invitations from the FMF or the brand itself. The marketing narrative focused on mass appeal, reminding fans of Mexico’s record-breaking jersey sales worldwide.
Mexico’s Soccer Fever
According to Nielsen’s latest survey, Mexico ranks second globally in terms of soccer enthusiasts. El Tri’s ratings surpass those of the US national team sevenfold and outperform attendance at US-based matches by four times. With an average of 60,000 spectators per game, Mexico’s national team boasts the third-highest stadium attendance worldwide.
Nostalgia and Cultural Icons
The event’s storyline evoked nostalgia, featuring designs from the 1998 France World Cup and appearances by former players like Alberto García Aspe, Pável Pardo, and Mexico-American fans. Adidas has developed more products for Mexico than any other country in preparation for upcoming World Cups.
New Features and Personalization
Pablo Cavallaro, Adidas’s Marketing Director, teased more surprises between March and June. The new jersey includes the legend “Somos México” (We Are Mexico) at the neckline for the first time.
Player Engagement and Personalization
Following the main event, a panel discussion took place with defender Israel Reyes Romero and former player Miguel Layún. Reyes expressed the team’s motivation to make history in the upcoming World Cup, emphasizing unity and shared experiences.
Personalization and Political Messages
The event concluded with a segment encouraging jersey personalization. Nuevo León’s Governor Samuel García demonstrated this by customizing his jersey with the number 30, referencing upcoming presidential elections. He also displayed his wife Mariana Rodríguez’s name and number 27, as she aims for the Nuevo León governorship in 2027.
Key Questions and Answers
- What is Adidas’s relationship with Mexico’s national soccer team? Adidas has been the official kit supplier for Mexico’s national soccer team, El Tri, for 20 years, with a contract extending until 2034.
- Why is Adidas’s partnership significant? Despite not achieving World Cup victories, Adidas’s commitment to El Tri highlights its dedication to Mexico’s soccer culture and identity.
- What makes Mexico’s soccer fans unique? Mexico ranks second globally in soccer enthusiasm, with El Tri’s ratings and attendance surpassing those of the US national team.
- What new features are included in the latest jersey? The jersey now features “Somos México” (We Are Mexico) at the neckline, emphasizing national pride.
- How did players engage with the event? Players like Israel Reyes Romero expressed their motivation to make history in the upcoming World Cup, emphasizing unity and shared experiences.
- What was the significance of personalization at the event? The segment encouraged fans to customize their jerseys, with political messages like Governor Samuel García’s number 30 referencing upcoming elections.
