Our regular guest series over on MuseumOfJerseys.com is back, with installment number eight of the Cold War Classic. In each edition we usually discuss a vintage east vs west international matchup from the Cold War era, specifically relating to the amazing and fascinating kits of the time and their evolution. Detailed backgrounds are included, and all retro kits relevant to the story are expertly illustrated in glorious colour by MOJ top boy Denis Hurley. This time we look at branding and sponsorship on national team jerseys and focus in on two great nations – one which continues to exist to this day.
…the brand we are talking about is of course adidas, which by the end of the era was being worn by the international football teams of every country in the eastern bloc. This apparent juxtaposition seems to prove that links to the west were more acceptable than may have been perceived, at least on state level, and that capitalist practices such as shirt branding were apparently compatible with communist ideals (even if trefoils were half-heartedly covered or removed at times). In retrospect, the adidas trend ties in with the eventual fall of communism in Europe, as, logically, they would not have been needed if all was going positively on that side of the Iron Curtain.
We have theorised before on how the need to realistically compete at the highest level, including when it came to kit and equipment, eventually trumped any ideological loyalty. Plus of course, there is the money. Adidas’ three stripes had started to appear on national teams’ kits of the region by the 1974 World Cup, with Poland, Yugoslavia, and Bulgaria all donning the distinctive feature at the tournament. The Poland away shirt even displayed a trefoil too. Czechoslovakia were next in 1976, followed by Hungary, the USSR, Romania and Albania in the following years.
The last domino to fall was East Germany…