Mesut Ozil’s partnership with Adidas will cease this month, with the Arsenal star keen to take the opportunity to continue developing his own M10 brand.
Contrary to reports suggesting he has been “dumped”, The Athletic understands that the seven-and-a-half-year contract simply runs out at the end of June.
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Reports in Germany had suggested that Adidas’ decision not to renew the £22 million deal had been informed by damage to Ozil’s public image and the financial implications of the coronavirus crisis. Yet it is understood both parties have been aware for some time that this contract would be Ozil’s last with the sportswear giants.
“There is no termination,” Ozil’s representative Erkut Sogut told The Athletic. “The contract is running out. It’s like any other contract agreement or contract you have with a club — like if Mesut’s contract runs out with Arsenal next year, Arsenal wouldn’t say one month before they were ‘dumping’ him.”
Ozil has endured a difficult relationship with certain sections of the German media since the summer of 2018. His willingness to be outspoken on social issues, such as the situation facing the Uighur population of Xinjiang, has led to him becoming a target for criticism.
Nevertheless, he has remained on good terms with Adidas, who are understood to be disappointed at the tone of stories in the German press. When Ozil was embroiled in controversy over the decision to meet with Turkish President Recep Erdogan, Adidas were one of the brands which stood by him, leading to Ozil praising them as being “extremely loyal and amazing to work with”.
“Mesut and Adidas had a fantastic seven and a half years together,” said Sogut. “He was very proud to represent Adidas and lead a lot of campaigns for them. They won the World Cup together with the German national team and they continue to work together as Adidas are an Arsenal partner.”
For Ozil, the decision is part of a long-term strategy to develop his own lifestyle and sportswear brand: M10. He set the wheels in motion five years ago and is aware that as he enters the final few years of his playing career, he should maximise the opportunity for exposure. While there are understood to be suitors to replace Adidas, Ozil has decided to go it alone.
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“Mesut will be 32 in October,” explained Sogut. “He knows if he signs another two or three-year boot deal now, it could last for the remainder of his active playing career. For him, it’s not about the money — he wants to use that time to help build his own M10 brand.”
Ozil’s deal with Adidas runs until the end of this month but then an array of commercial opportunities will open up. He is already in discussions about a brand partnership to release some limited edition M10 sneakers.
“He recently launched his own online shop,” says Sogut. “He has his own esports team; they have their own jerseys. He wants to be free to promote those things as he wishes while he still has the platform provided by his playing career.”
While Ozil is currently training in Adidas boots, he’ll soon be at liberty to use whatever footwear he chooses on the field. There are not currently plans for an M10 boot, so Ozil will consequently pick whatever boot he wants to wear.
“After this contract, he doesn’t have to wear something just because the sponsor says,” revealed Sogut. “Maybe he’ll wear Puma for a couple of days, then one day, Nike; maybe a brand from Indonesia or Malaysia. Who knows? It’s up to him now. There are some classic boots from the past he wants to wear.”
For now, the Ozil camp are working on developing the M10 leisurewear brand, expanding the line of caps, t-shirts and hoodies with brand partnerships. Meanwhile, Ozil’s focus is on the imminent return to action in the Premier League. “He’s more than happy to be back,” says Sogut. “He loves the game.”
(Top photo: Stuart MacFarlane/Arsenal FC via Getty Images)
