On the day of the release of Tottenham Hotspur’s 3rd Kit, and only two weeks after Arsenal announced ‘kit’ for the Notting Hill Carnival, it has to be asked – Are football shirts fashion?
With the rise of influencers, and social media acting as an influential tool for marketing campaigns, Football Clubs are using both to sell. For the 2019/2020 season Tottenham Hotspur used social media stars, television presenters, and musical artists to promote their third kit. For the Spurs Home and Away kit launch, the players (and models) were used to market the kits, including a huge advertisement outside of the stadium of Harry Kane. This time around, the use of influencers, who have a following, and are also supporters of Tottenham Hotspur were used.
However, the style of the photography shoots does not give off your typical ‘football shirt’ vibe. As a ‘node to 90’s jersey culture’ this light blue polo football shirt, also takes influence from the 1984 UEFA Cup campaign, and can be seen as more of a ‘streetwear’ style, rather than your average football shirt.
We live in a world where men of a certain age will wear football shirts out when shopping or going about their daily lives – it isn’t fashionable, and most women dislike their boyfriends or husbands from wearing football shirts – but it this new 3rd kit different then?
From the marketing campaign, the likes of Craig Mitch (presenter) and AJ Tracey (musician) to name two of those who make the campaign, make the 3rd kit fashion. Not your bog standard football shirt, but a shirt (if styled correctly) can be a real fashion statement. Thus, using celebrities, and celebrities/influencers who are known by Tottenham Hotspur supporters, helps to promote the 3rd kit more. However, this campaign won’t necessarily appeal to a 50 year old man who has been supporting the club for his whole life. This campaign seems to be marketed to teenagers, and young adults, not just men, but also women. In my head, I am already thinking of ways to style my shirt when I buy it, which is something I have never thought about until today. I own a few Spurs shirts, but the cleverness of the marketing and promotion of the 3rd kit, has made me think that football shirts are more than just a shirt you might wear to a game, or to the pub – they can be fashion, especially when they are £65.
The Tottenham Hotspur 3rd kit shouldn’t just be fashion. At the end of the day, it is a football shirt, worn primarily by the lads on the pitch. A football shirt can down as being iconic, and years to come a ‘retro’ shirt, which can be seen as fashion in the eyes of some. Last years 3rd kit will go down in history for being the shirt that brought Llorente’s hip the goal against Manchester City in the Quarterfinals of the Champions League. The 2018/2019 3rd kit shirt will also go down as making history in Amsterdam, and will be remembered as the shirt Lucas Moura wore the night he scored a hattrick in the 90 + 5 minutes to send Tottenham Hotspur through to their first ever Champions League Final.
Will Tottenham Hotspur make history again in this years 3rd shirt? This years 3rd shirt will be worn in the Champions League, and when you look back to last year, anything can happen. Maybe this 3rd kit will be iconic for winning the Champions League 2020, but for now Tottenham Hotspur have marketed the 3rd kit perfectly, and you can tell who their target audience is.
Of course Football Shirts are not your typical ‘fashion’, and many still detest football shirts, but with social media, creative photoshoots and stylists, maybe Football Clubs should be targeting the social media age and making football shirts ‘fashion’.
To have a read of Tottenham Hotspur’s Official announcement of their 3rd Kit, click here.
Image – Tottenham Hotspur Instagram