You have to understand target (perhaps overly so) on kids 18 and younger. I understand what you mean by the aesthetics of it from an adult perspective, but it’s not the target

Sports marketer here. A lot of people here seem to not understand the standard economics behind world kit sponsorships. Here are the facts:

• adidas’ premium they paid the Azzurri, is at least 3x what any domestic Italian brand (kappa, diadora, macron) would have been able to afford

• adidas’ merchandise distribution is global, the Italian brands mentioned above are regional at best. Worldwide distribution is a huge factor in kit deals as well as any additional bonuses that are tied in these types of deals

I share the same sentiment around the bland, childish look of this forthcoming kit, but know there are way more factors involved in how this comes to life than your subjective aesthetic opinion.