Adidas takes action on criticism
German sports brand Adidas has taken the decision to withdraw the number 44 number from the German national football team’s Euro 2016 shirt from its online store, in response to criticism over its similarity to the symbol of the Nazi SS In addition, the national football federation (DFB) will also modify the design of the number 4, created as a novelty for Euro 2024, to avoid similarity with the graphic symbols of the so-called ‘Schutzstaffel’ (protection squads in German) of the Nazi period.
Additional reactions and changes
Criticism of this design has been visible on social media, forcing Adidas to provide explanations and reaffirm its commitment to diversity and inclusion. The brand has stressed that the DFB and its partner 11teamsports are responsible for the design of the names and numbers, and has expressed its rejection of any attempt to promote divisive or exclusionary views. Also, no player will wear number 44 at the Euros as the shirts will be numbered 1-23.
DFB review and response
The DFB have confirmed that they are in talks with ’11Teamsports’ to develop an alternative design for the typography of the number four and then officially adapt it in coordination with UEFA. In addition, he has assured that none of the parties involved saw any proximity to the symbolism of National Socialism during the process of developing the design of the shirt.
Reflection and changes in the field
These changes have had repercussions in the friendly matches of the German national team, where the shirt with the new typology had already been seen. The DFB has received criticism over the similarity to the SS symbol, but has said it verified the numbers and that none of the tests showed a resemblance to National Socialism symbolism. Despite this, public discussion has motivated this process of change.