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FOCUS ON - Football
Kitbag Style Statements.
Iconic soccer product is what it’s all about. Whether that is retro style, hero heritage or contemporary design. To many, their original basic training top can become a treasured possession, or a team kit that evokes winning memories, it’s all about reflecting things that empathise with passion for the sport. Or creating an opportunity to do so.
Regardless of the debate surrounding the consumer launch of the new England shirt, it will still be the must have product for any fan. And Umbro have undoubtedly created a shirt that ticks all the right boxes for emotive connection with the consumer. There is a real heart and soul statement about wearing a shirt that echoes the great 1966 campaign, for England fans this product simply IS football. For the first time, a women’s collection has been included, so no more having to put up with straight cut seams for squared up laddish shapes! Umbro have got the girlie message.
Also putting the “f”word in this hitherto male dominated sector is Match Fit Couture whose range of t-shirts, longer sleeved tops and tank tops feature provocative slogans as a designer antidote to the officially licensed soccer merchandise. Each slogan follows the
pattern, "real women don't date.." followed by team of choice depending on actual loyalties. Match Fit Couture is the brainchild of Suzi Wiseberg, aged 23. "I have been customising official team shirts for years. I fit into the kids shirts so I just cut them up and sew them to fit my shape and size and make them a bit sexier. Other football fans recognise me for my shirts and I get a lot of attention because of them, especially at away games when I take the girls along, all wearing custom-made creations."
The Match Fit Couture designs are made from 100% cotton in a contoured fit. "There are three different styles but they're all cute and sexy…They don't restrict you in a way that a football shirt does – you can wear them out and about, shopping or going for some drinks with the girls.”
Umbro’s: X Boot II is also making a style statement for this summer of soccer heros. It’s been designed specifically to complement England’s home and away strips, featuring red, gold and vapour white colouring. A red ‘X’ symbolizing the Cross of St. George, dominates the instep, with contrasting gold and white panels to either side, finishing in a white, red and gold heel counter. With Brazil probably the most iconic of all things football regardless of national loyalties, could there be a better pitch at the lifestyle sector than Puma’s association with Pelé. This sportslifestyle collection really is the stuff dreams are made of. According to the great man himself, “PUMA and football are like a family. I think everybody knows that PUMA is synonymous with football; I used to be sponsored by PUMA. Now we are getting back together and I am very happy to come back to the family. I believe that this will be a fantastic opportunity to bring the story to a new generation, one that grew up learning about Pelé but has never had the chance to own anything like this before.”
File ‘o facts
www.umbro.com
www.puma.com
www.matchfitcouture.com
