This
week has seen the announcement of the FA signing up with Nike as
official kit supplier of England. The deal, which runs to 2018, will
also cover the 150th anniversary of the association. Initially
excitement was high for the launch, with many fans taking to Twitter
to make up their own interpretations of the kit .
The
kit realise, which will certainly raise a huge profit for the FA and
further raise the English brand across the world, particularly in
North America, where Nike is certainly considered the biggest
consumer sports brand. Last February the Oragon based brand delivered
sales of over $560 million, which was a 7.1% raise on figures from
the previous year.
It’s
safe to say the arrangement is also set to benefit the FA, as Nike
has also signed up as a supporter of England’s brand new St Georges
National football centre. Providing equipment for the countries youth
teams. Charlie Denson, Nike brand said on the deal: “We look
forward to supporting England teams at every level with innovative
product technology and playing our part to help develop the future of
English football through our support of St George’s Park.”
Despite
on the goodwill of Nike and all concerns there also seems to be a
real risk of damage to “Brand England” with this impending kit
change. Despite being an active part of the Nike brand since 2008,
Umbro has always seen to be the “traditional” element of the
team. The Manchester based brand has always
supported the national team (aside from 8 years when Admiral took
control from 1974-82) even creating the mythical 66 winning
shirts.
The
simple diamond shape celebrates the reasons that England is seen as
throughout the football world, that of passion, pride and even
strength. After all The Three Lions are still seen, somewhat
bizarrely as guardians of the beautiful game, with the roots firmly
placed in England.
Realistically
Nike has been moving away from the Umbro brand for a number of years.
Manchester City are set to be kitted out in Nike by 2013, having
announced the switch in the summer (link to site). Deciding to
consolidate and focus on the Nike brand, in recent years they have
signed up the likes of Everton, France & Werder Bremen whilst
also maintaining long term alliances with Barcelona, Arsenal, Brazil
& Holland.
One
case in point could be indeed the French football team, who were
associated with Adidas for over 40 years. The German based brand had
supplied the teams kits over the time in which the nation won a
major trophies in 1984, 1988 & 2000. Although not a
homegrown brand such Le Coq Sportif, Adidas had a long-term
association with the country, so when the reported €42million a
year deal was signed many fans of Les Blues where apprehensive of the
deal. The jury is still out on the deal, with the French side set to
kick of their bid to reach Brazil 2014 tonight away against Finland.
Branding
wise I think we should expect strong themes of pride, passion, and
energy along with nods to England past. You only have to look at
previous material on Nike star Wayne Rooney, and the imagery of
revolution for the French kit release to see these devices being used.
The
deal will also have implications for a host of the squad’s current
stars, which are sponsored by Nike. Expect Arsenal stars Alex
Oxlade-Chamberlain, Theo Walcott and Jack Wiltshire should bar
catastrophic dip in form be a part of the marketing drive for the
product.
England
are set to kick off against Moldova tonight, uniquely in a position
in which they will start and end a qualifications campaign with two
different kit suppliers. The deal is set to benefit the English set
up from grass roots, right to the elite squads. Perhaps Nike could be
the brand that could end nearly 50 years of hurt for the three lions.
