Why would so many brands land on a similar shade? Pink offers strong contrast against a green pitch, making boots conspicuous in live play and broadcast close-ups. Colour also gives players a way to project personality: a bold choice can feel like a statement of confidence, not just a design detail.
That visibility is valuable to manufacturers competing for attention through boots worn by prominent players. But when rival ranges converge on one colour, the marketing effect can turn awkward: the products may be noticeable, while the brands themselves become harder to distinguish.
Gulden reportedly said Adidas had little insight into rivals’ plans. “We don't have information on what Nike or Puma or New Balance is doing,” he said, according to the report. He also suggested retailers might normally spot an overlap, but Adidas received no warning.
That is his explanation, not proof of how each company arrived at its designs. Boot ranges are developed on separate timelines, and a common appetite for bright, pitch-friendly colours can produce a striking overlap without coordination. Gulden reportedly called it “a coincidence” and said he hoped it would not happen again.
The challenge for Adidas and its competitors is to make future releases distinctive without losing the visibility players and supporters enjoy. Gulden’s reported apology acknowledges that the overlap was not the intended effect; avoiding a repeat may require sharper attention to how rival launches look side by side.
The next boot launches will show whether pink remains a popular choice or whether brands move decisively toward different palettes.