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Anticipate an industry earthquake as fashion brands enter football

“Beyond the Pitch” will delve into all of football (soccer) over the course of a week in connection with UEFA EURO 2020, rescheduled from last year and kicking off on June 11th. Head here For more information on our immersive coverage.

In April, one of the biggest scandals in football history hit the sport. On the eve of the 18th, Spanish businessman Florentino Perez announced the formation of a secret European Super League. Universal anger continued almost immediately. Fans have accused the elitist league, lack of competitiveness, and financial gains for themselves. Players and managers publicly protested on the field and on social media, and peers governing football groups blamed the league, calling its composition “withdrawalists.”

Three days later, ESL announced that it would suspend operations. Going back to the basics? Not perfect. The controversial move may not have been completely successful, but it symbolizes one of the biggest changes in football history, and in most cases swift and swift sports that hurt OG fans. There is pressure to commercialize globally.

Now, what if the fashion industry enters the same field? He changed his mind 180 degrees and aggressively pursued the exact same customers he had avoided for decades, fearing that his relationship with the “working class” would automatically mean diluting the brand. Is it?

The sport is very big, very global (but very local), very diverse, very relevant, very wealthy, very genuine, so … ripe for diversion. And (as the Super League with its flashy suits and $ 1200 dress shoes entered the stadium, claiming that the game was always its religion), the trillion-dollar fashion industry has made its mark. I’m trying to follow.

But as players become more and more individual off the field, clubs recognize the benefits of partnering with lifestyle brands, and fans themselves become enthusiastic luxury shoppers, the push for fashion to football is so great. Isn’t that a bad thing?

Download from the link below for a complete special report on the industry-shaking impact of fashion brands embracing the fast-growing world of football, featuring interviews with superstar Héctor Bellerin and industry experts. Please read.

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Anticipate an industry earthquake as fashion brands enter football

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