Marketing mistakes

Swapping out the standard club and national team kit for pure innovation and commercial standards is an annoying practice currently being implemented by sportswear brands. They meet, they explained, the needs of modern marketing. But these random color changes, which, in many cases, do not meet any coherent criteria, lead to almost unforgivable marketing mistakes. As affected the choice of Englandwith a strange national flag tucked into the neck of the shirt, causing an absurd and unnecessary controversy before the England-Brazil, played on Sunday at Wembley.

None of the thousands of spectators who attended Saturday at London Olympic Stadium in Spain-Colombia, Nor could he applaud both teams’ kit, which had inexplicably changed to ‘horrible’ kits of pale yellow or cream (for Spain) and black with a strange red stripe (for South Americans), thus reversing their usual colors, almost in a comical way. It always happens in clubs too, and what better example than the Arsenalwhich sports a revolutionary second kit, which combines black with wavy lemon-yellow stripes, which for many exceeds any reason, although its only purpose is the impact on sales among the youngest followers this.

The St. George’s Cross multicolor –instead of its usual white and red colors–, which Nike decided to put on the back of the neck of England’s new shirt caused a ‘small earthquake’ of criticism and statements. Thousands of people have also signed a petition to boycott the American sports firm. The English Football Federation defended the multicolored cross on the England shirt in recognition of the team in 1966 and attributed the design to success in World Cup. But that’s just the size of the conflict to be the prime minister Rishi Sunak and the leader of the opposition Labor, Keir Starmer was among the critical voices who argued that the bars of the English cross should be red again.

Sunak He has said categorically that “we should not mess with national flags.” Starmer demanded its removal, defending English traditionalism. Nike He went so far as to describe the flag update as “fun”, justifying the change as intended to “unite and inspire” fans for the Euro Cup, which will be held this summer in Germany. Due to the scale of the controversy, however, he had to issue a statement covering up the mistake made: “We understand the meaning and importance of St George’s Cross and we don’t mean to hurt, what that means to the fans England”. They do not mention that there was a clear commercial purpose in the change, see, if not, the selling price: 124.99 pounds.

Changing and changing the image is good, if they follow consistency. But brands have gone too far with their misguided “anything goes” standard if it sells more.