Adidas Uniforms

[Barry Paul]

Either fencing must allow all manufacturers to have logo's the same size as the adidas stripes, which have now been recognised by the Olympic Associationa as a logo rather than a decoration (as claimed by Adidas) or clothing with Adidas strips must be made illegal see below.

LONDON - Adidas is to replace its iconic three-stripe design with the number 3 across its product portfolio.

The sportswear brand's three-stripe design was banned by the International Olympic Committee earlier this year, following complaints from rivals that it gave Adidas an unfair advantage over other kit suppliers.

Herbert Hainer, the company's chief executive, told senior executives at an internal meeting last week that it plans "to come up with a creative solution using the number 3". This marks the first time Hainer has publicly accepted the IOC's decision.

The German firm will be restricted to a 20cm2 space for its logo on Olympic athletes' apparel, in line with limits imposed on other companies.

It is unlikely that the '3' design will attempt to circumvent these guidelines, given the close attention the IOC will be paying to Adidas apparel at the Turin Winter Olympics next February.

Hainer would not provide any further details on the overhauled identity, which is likely to be rolled out across the brand's future product lines in the professional athlete and consumer lifestyle markets next year. However, Adidas confirmed that it was exploring the concept.

Following the IOC's decision to limit the use of Adidas' 40-year old three-stripe design, tennis' four governing bodies, including the ATP and WTA, have followed suit; they are enforcing similar branding controls on Adidas apparel at all official tournaments next year.

Other major sports governing bodies are now under pressure to fall into line over the coming months, especially sports that hold Olympic status.

[veeco]

OK, I can see why Barry is upset at this, but really, what other _major_ sports equipment manufacturer has a complete fencing equipment line?

The answer is none, and nothing is going to change in fencing (Olympics aside, and even then the trick Adidas used in 2004 could still be possible in the following Olympics) unless another major sports equipment manufacturer starts manufacturing equipment for fencers. Leon Paul, Allstar, Uhlmann, Prieur, Cartel, and others don't have enough weight to throw around even together to make a reasonable effort to scare Adidas. Add to that the fact that Adidas is a major sponsor for the FIE and a lot of other national fencing organizations, I don't see how the status quo could change.

[achilleus]

OK, I can see why Barry is upset at this, but really, what other _major_ sports equipment manufacturer has a complete fencing equipment line?

The answer is none, and nothing is going to change in fencing (Olympics aside, and even then the trick Adidas used in 2004 could still be possible in the following Olympics) unless another major sports equipment manufacturer starts manufacturing equipment for fencers. Leon Paul, Allstar, Uhlmann, Prieur, Cartel, and others don't have enough weight to throw around even together to make a reasonable effort to scare Adidas. Add to that the fact that Adidas is a major sponsor for the FIE and a lot of other national fencing organizations, I don't see how the status quo could change.

Um...

Full line? They make shoes and socks. They also paint their logo onto Uhlmann/Allstar uniforms. I'm not so sure I'd consider that a full line. Alright, they made a bag too...

But as of last year, Champion (now it's Kappa) sponsored the Italians, and you could get an FIE uniform with Champion logos, and socks as well...

Yeah, I know, Adidas gives money to the sport, and for that I'm grateful. And no, I don't see anything changing for the other manufacturers. Then again, the only sport equipment company that can rival Adidas is Nike. I mean, Adidas bought Reebok to compete in the US market with Nike, making them really the only two large players I can think of. Since fencing is such a small market, I doubt Nike has any interest in attempting to grab some of the market.

[foilz]

If the IOC bans the three stripes of Adidas, where will they stop?

Reebok's blanket application of the same uniform design, changing only the secondary colors, for the Olympic teams of a dozen different countries, which reached an ugly crescendo in Atlanta in 1996?

The Nike swoosh?

Leon Paul's Union Jack?

The idea of today's IOC, an ancient logo hag of the worst order, setting sartorial imperatives for the sporting attire of countries and disciplines is ridiculous.

The countries don't care. They will take subsidized teamwear from the highest bidder.

The discplines don't care; they have their own problems with the IOC, much greater than sporting attire.

Athletes manifestly don't care about branding -- it's all about the performance of the equipment they use. And the money they receive.

So, my dear manufacturer, it's your battle.

The only reason you are fighting is that the IOC cannot stand for a moment that anyone other than them might be making money from the Olympics.

Once more, we have a fight over money.

Which means, absolutely, that M. Rogge and the grocers at the IOC will win.

Good luck.

-----------------

P.S. I will mourn the loss of the Adidas stripes at the Olympics. If the "3" thing works, the stripes will be gone forever. I love them.

I also love LP fencing gear. I like the Union Jack logo, I love the blue lining (which nobody sees except me).

As a brand strategist, Barry, I would recommend that you invite your fellow manufacturers to a fine restaurant in Belgravia and fight hard to protect all of this.

All of you do a lot for the sport of fencing (and some for other disciplines).

Your voices should be heard. The only opportunity you have is to work together. I have to admit it's a narrow one. And rather late in the proceedings.

Urgently consider retaining an EU lawyer, and commencing an offensive for free commercial speech. Perhaps there is an opportunity to tie this thing up with jurisprudential red tape.

If Adidas won't join you, claim restraint of trade.

Good luck.

[achilleus]

If the IOC bans the three stripes of Adidas, where will they stop?

Reebok's blanket application of the same uniform design, changing only the secondary colors, for the Olympic teams of a dozen different countries, which reached an ugly crescendo in Atlanta in 1996?

The Nike swoosh?

Leon Paul's Union Jack?

The idea of today's IOC, an ancient logo hag of the worst order, setting sartorial imperatives for the sporting attire of countries and disciplines is ridiculous.

I don't think you understand...

In most sports, including fencing, the governing association (FIFA, FIE, IOC, ATP, WTA, etc...) have certain logo size requirements...

Adidas' trademark logo is not the the stripes down the body, but the little triangle with the word Adidas underneath it. Adidas claimed that the 3 stripes were decoration, and therefore could be larger than what was allowed by the governing bodies. If Nike were allowed to have a swoosh that size, they would, but since it's their logo, they can't.

The IOC, according to Barry's post now 'recognizes' the 3 stripes as a 'logo', and is now going to require Adidas to follow the regulations that all the other manufacturers follow.

I'm fine with the IOC regulating logos, but they should make the rules apply to everyone fairly, something that Barry obviously feels.

[fencinman89]

Where can one get the champion FIE gear?
-Tre'

[Zilverzmurfen]

Where can one get the champion FIE gear?
-Tre'

Eurofencing Italia.

[downunder]

i think this is great news for world sport.

[mfp]

Either fencing must allow all manufacturers to have logo's the same size as the adidas stripes, which have now been recognised by the Olympic Associationa as a logo rather than a decoration (as claimed by Adidas) or clothing with Adidas strips must be made illegal see below.

A "decoration" huh? Adidas certainly tries to talk out of both sides of its mouth:

January 12, 2005
Adidas Sues Abercrombie & Fitch Over Stripes

Suit Says Company Copied 3-Stripe Design

PORTLAND, Ore. -- German sporting goods giant Adidas is suing to protect its trademark three-stripe logo, arguing that Abercrombie & Fitch Co. copied the design for its latest line of casual wear apparel featured in an online Christmas catalog.

The offending merchandise includes several pairs of pants and a zip-up sweat shirt, all adorned with three parallel stripes running down the sleeve and pant leg, according to a lawsuit filed in U.S. District Court in Portland.

Adidas America Inc., the Portland-based U.S. subsidiary of Adidas-Salomon AG, asked the court to order the impoundment and destruction of all the offending apparel, as well as any bags, boxes, labels, tags or promotional material that accompanied the merchandise.

[downunder]

yeah, this is the hypocrisy behind the adidas fencing whites.

Good to see they'll be banned properly.

[fencinman89]

yeah, this is the hypocrisy behind the adidas fencing whites.

Good to see they'll be banned properly.

Ill be honest, i like the design, and if i had the cash to blow id certainly by them.
-Tre'

[Mizore]

Seems they were cheating so I'm happy to see that their logo is restricted. But it would be nice to see more design and flare in uniforms and rules to allow them. Then traditionalists could then choose perfect whites and others could choose something a little more engaging and fun. Could add to the promotion of the sport to the mainstream too.

[RebelFencer]

Eh, I'm kinda on the fence. I personally like whites, though for untraditionalist reasons. a) I like how the white looks b) Most colored uniforms look tacky.

[downunder]

whites are fine, colours are fine, patterns are fine. advertising the full length of breeches and jackets are not

[Mizore]

I love some of the old uniforms in fencing books. Black collar and white jacket. Or full length fencing pants. And even a few old Hungarian shots of black fencing pants w/white jacket.

I don't think I would like to see wild color patterns like cycling clothes or something similar. But it seems that a nice simple pattern on white would be nice (not a logo) or some color trim.

The coolest uniforms I've seen are the Japanese national level uniforms. They have red chevrons on the arms and legs with the flag centered. Something similar without the national flag would be cool, sporty and maybe a little more flash for spectators. And a little more self expression for fencers (especially good ones). Also good if trying to win over public attention to promote the sport..