Adidas’ Controversial Football Kit: An Exploration of the Number 44 and Pink Design.

In 2024, Adidas made a controversial decision to ban football fans from customizing German football kits with the number 44. The move came after concerns were raised about the resemblance of the symbol to that used by Nazi SS units during World War Two.

The controversy surrounding the newly released kit extended beyond the number 44 issue, as there was also backlash over the choice of pink for the away colours. Historian Michael König was among the first to point out the questionable design of the kits, particularly in relation to the SS rune that was incorporated into the design.

Despite criticism that there may have been an intentional link to Nazi imagery, Adidas spokesman Oliver Brüggen denied any such connection. He emphasized that Adidas is committed to opposing xenophobia, anti-Semitism, violence and hatred in all forms. The German Football Association (DFB) and its partners were responsible for designing the numbers on the shirts, which were submitted to UEFA for review during the design process.

In response to backlash over both issues, DFB announced plans to develop an alternative design for number 4 and pink was chosen as an away colour. Some supporters defended it as a representation of diversity while critics accused DFB of introducing it solely for revenue generation purposes. Germany’s decision to switch from Adidas to Nike as their football kit manufacturer starting in 2027 sparked further criticism from some quarters who felt it lacked patriotism. Despite these controversies, Germany is set to host this year’s European Football Championship in ten different cities.