Title: Premier League Teams Embrace High-Fashion Kits to Attract Non-Football Fans
When Arsenal recently released its video promo for the third kit, viewers could be forgiven for mistaking it as an advertisement for a luxury fashion brand like Gucci or Prada. The North London club showcased a stylish tribute to high fashion, incorporating a mix of 80s nostalgia with a vintage color palette that pushed the boundaries of ‘sports luxe.’
In the past few months, Manchester City and Tottenham Hotspur have also followed suit, confirming the strong connection between football and the elite fashion world with their own high-end launches. Chelsea FC joined in by tapping into the 90s trend dominating the fashion industry for the film promoting its Nike kit launch.
Although this high-end aesthetic is not entirely new, British football clubs are only just starting to catch up. According to Kenny Annan-Jonathan of English Premier League club Crystal Palace, when it comes to apparel, revenue building, and community engagement, the US has excelled in leveraging the commercial side of things. Annan-Jonathan, recently appointed as Crystal Palace’s creative director, believes his role is a pivotal moment in the club’s marketing approach.
Kit marketing led by fashion-forward creative directors has been successfully implemented in other markets. Lower league European clubs, such as France’s Redstar and Italy’s Venezia FC, have made significant strides in this domain. Even Nigeria’s kit for the 2018 World Cup, featuring a subtle homage to a classic 1994 edition, sold out completely with approximately 3 million pre-orders. The popularity of football shirts as fashion items has surged, with celebrities like Drake, Snoop Dogg, Beyoncé, and Gigi Hadid fueling the trend.
Football clubs aspire to attract not only diehard fans but also individuals who may not consider themselves football fanatics but still enjoy the game. By bridging the gap between fashion and football, clubs aim to capture the attention of this new audience segment. This approach presents a lucrative source of revenue from people who may not typically spend money on team shirts.
However, clubs must strike a balance. While a high-fashion look may appeal to some, others may be put off by a steep price tag. It is crucial to avoid alienating long-standing supporters by prioritizing a fashion-forward aesthetic that may not resonate with them.
The younger generation perceives football differently from traditional supporters. They are comfortable supporting multiple clubs from around the world and are as interested in individual players as they are in teams. This creates a lucrative market that clubs are eager to dominate by offering appealing shirts that transcend team loyalty.
Kit launches serve as significant commercial events for clubs, allowing them to leverage their heritage to reaffirm identity and generate excitement among fans. Shirt sales contribute substantially to revenue, and convincing fans to purchase new shirts each season requires creativity and effort.
The appointment of creative directors like Kenny Annan-Jonathan has caught the attention of other Premier League clubs, prompting them to reconsider the value of adopting a more creative approach. As Annan-Jonathan mentions, the football industry operates like a brand, and clubs constantly strive to stand out, make waves on social media, and ultimately sell more shirts.
Going forward, we can expect to see more high-end fashion-inspired kit launches. Football is no longer just about what happens on the pitch; it is a boardroom battle where creativity and innovation play a vital role. Clubs recognize the need to adapt to contemporary trends and attract a wide range of fans in an ever-evolving landscape.
In conclusion, the marriage between football and high fashion is becoming increasingly intertwined, with Premier League clubs embracing stylish kits to attract non-football fans. By incorporating elements of the fashion world into their apparel, clubs seek to engage a broader audience and tap into the lucrative market of individuals who appreciate both fashion and the game.
