Around the same time Adidas also developed the first boots with screw-in studs which could be changed according to pitch conditions. The first boots to be cut below the ankle rather than high-topped were introduced by Adidas in 1954. Although they cost twice as much as existing styles, the boots were a huge success and cemented the German company’s place in the football market. Designs from the late 1960s and early 1970s are highly regarded by football fans. Eastern European teams continued to wear kits that were deemed old-fashioned elsewhere. In the 1950s kits worn by players in southern Europe and South America became much more lightweight, with V-necks replacing collars on shirts and synthetic fabrics replacing heavy natural fibres.
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