You may not have noticed, but one of the World Cup’s biggest matches has already kicked off – not a premature England vs Sweden clash, but between sports gear giants Adidas and Nike.
The star man of Adidas’ £100 million marketing push for the tournament is the +F50 TuneIt boot range, which it’s just released in 32 designs – one for every team at the finals.
The German company – playing with home advantage – talks up its range as the ‘iPod of football boots’ thanks to their interchangeable parts (kinda odd, seeing as the iPod doesn’t have any).
Above are the designs for England, and our Group stage foes Trinidad & Tobago, Paraguay and Sweden. All you’ll need to do is swap the new upper for the original one, and you can further tweak the other two parts – the insole and studs – to suit the playing surface.
Adidas has a history of revolutionary World Cup footwear design – its founder Adi Dassler designed the first boots with replaceable studs, which helped Germany upset Hungary in the 1954 tournament.
Its US rival Nike, though, likes nothing better than upsetting the official sponsor’s set pieces with a swift marketing counter attack. Before the 1994 final it arrived in a van and doled out hundreds of Nike baseball caps, and this year it’s created the impressive MySpace-style Joga site with Google.
Still, we like the look of the patriotic TuneIts – and they’ll all be available from Intersport from this Monday 22nd May. If you’re starting from scratch the England boot will cost £125, while if you’re just after the upper it’ll cost £65.
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