‘Beyond the Pitch’ is a weeklong dive into all things football (read: football) in conjunction with UEFA EURO 2020, postponed from last year and the kick off of 11 June. Head here for more of our immersive coverage.
In April, one of the biggest scandals in football history hit the sport. On the eve of the 18th, the Spanish businessman Florentino Perez announced the secret formation of the European Super League. Universal outrage followed almost immediately. Fans have accused the league of elitism, lack of competitiveness and accumulating financial gains for themselves. Players and managers have publicly protested on the pitch and on social media, and other football governing bodies have criticized the league, calling its makeup “secessionist.”
Three days later, ESL announced it would suspend operations. Back to basics? Not enough. While the controversial move may not have been fully successful, it symbolizes one of the biggest changes in football history, with pressures to quickly and comprehensively market the sport almost always acting at the expense of footballers. OG fans.
Now what will happen when the fashion industry enters the same arena? Changing their mind 180 degrees and actively pursuing the same customers they have shunned for decades, fearing that associating with something “working class” will automatically mean watering down the brand?
Sport has become so big, so global (but so local), so diverse, so relevant, so rich, so authentic, so… ripe for ownership. And so (just as the Super League in their fancy costume and $ 1,200 dress shoes entered the stadium, chanting how gambling has always been its religion), the multibillion-dollar fashion industry is. about to follow in his footsteps.
Yet, as players increasingly become personalities off the pitch, clubs see the benefits of partnering with lifestyle brands, and fans themselves become avid luxury shoppers, the push fashion in football so bad?
Read our full special report on the ramifications of the fashion brand industry embracing the booming world of football, with interviews from superstar Héctor Bellerín and industry experts, by downloading from the link below- below.
If you’ve already subscribed to Highsnobiety Insights, a special download link awaits in your inbox.