Commentary: The fanaticism and faddism of football fashion

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Even backwater clubs are pushing their merch around the world to tap into a collective, feel-good mood, says Jo Ellison for the Financial Times.

have become the first football club in the English Premier League to appoint a creative director was greeted by most of their fan base with a shrug. “Can he play at right back?” was among the more popular responses.

Would you consider wearing Crystal Palace merch if you weren’t an Eagles fan? They finished mid-table last season and are relatively unknown as an international brand. Palace haven’t enjoyed huge fashionability since Ian Wright and Mark Bright were a dazzling goalscoring partnership. Inter Miami fans cheer after Inter Miami forward Lionel Messi scored late in the second half of a Leagues Cup soccer match against Cruz Azul, on Jul 21, 2023, in Fort Lauderdale, Fla. Equally bizarre, Wrexham, currently in the fourth tier of England’s league system, have just completed a starry pre-season tour of the US on which they played Chelsea, LA Galaxy II and Manchester United .

Brady says his interest was spurred by the club’s underdog appeal. Fans will be hoping the investment by a sports legend considered by many the greatest player in NFL history, will have the same Wrexham fairy-tale effect.Related:Crystal Palace are not owned by a Hollywood actor, nor possess a player like Messi who can trigger massive sales.

 

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