The Jersey: Colors, Crests, Sponsors, and How the Kit Became an Industry
M. Muñoz
M. Muñoz
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121
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About this ebook
For more than a century, the football shirt was simply cloth: heavy wool sewn into rectangles, no names, no numbers, no logos, worn to tell one muddy team from another. The Jersey follows the entire journey from that utilitarian garment to one of the most lucrative categories in global sport, tracing how Barcelona, Real Madrid, and Juventus arrived at colors now considered sacred, how Brazil turned a World Cup defeat into the yellow shirt recognized on every continent, and how a bitter family feud in a small German town produced Adidas and Puma, the companies that would go on to dress most of the world's national teams. It examines the arrival of shirt sponsorship, the explosive replica-kit business of the 1990s, Nike's late but forceful entry into the sport, and the market African teams built once brands finally paid attention. It closes on today's sharpest questions: counterfeiting, sustainability claims, and the controversial rise of betting sponsors. Rigorously researched and written for general readers, this is the story of how a piece of fabric became identity powerful enough for millions to buy.
For more than a century, the football shirt was simply cloth: heavy wool sewn into rectangles, no names, no numbers, no logos, worn to tell one muddy team from another. The Jersey follows the entire journey from that utilitarian garment to one of the most lucrative categories in global sport, tra...
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