Adidas and Sports Direct are set for a major clash after reports emerged that the German giants were considering halting supply of 2014 World Cup shirts made by them to the English retailer. Original reports said that Adidas had decided to stop supply of next season’s (2014/15) Chelsea kit to Sports Direct, but the ban is now expected to extend to other World Cup shirts made by Adidas ( such as that of Germany, Spain and Argentina, amongst others)
From Adidas
Like all manufacturers, we regularly review, season by season, where our products are distributed. We determine distribution channels for all products based on criteria such as in-store environment and customer service levels.
Adidas reportedly want to project a premium image for their manufactured kits, and Sports Direct, with their discount policies, do not fit into their distribution strategy.
The Sports Direct brand’s most well known face is Mike Ashley, who also owns Newcastle United. The Magpies are currently outfitted by Puma. The news has seen Sports Direct’s share prices take a hit in the market.