When older generation soccer players and parents look at our shoe wall, their reaction is one of shock and awe. After they catch their breath, they usually start a conversation about their Adidas Copa Mundial cleats or what they had back in the day.
Fairfax, Virginia (PRWEB) December 10, 2012
The soccer industry has exploded in the last two decades and so has the market for apparel and footwear. Soccer apparel and footwear are the two components that address the style of players and fans. Some players choose function in their gear, but most these days choose fashion. Marketing efforts from Adidas and Nike have blurred the lines from what a player would wear on the field versus off the field. Since opportunity has presented itself, lifestyle apparel brands are making a name for themselves as they outfit players and fans off the field in unique apparel.
Like a bricklayer needs his trowel, a soccer player needs his cleats. Footwear is the most important tool a soccer player needs in order to complete their job. In the ages where leather cleats ruled the world, so did the color black. The Adidas Copa Mundial and Puma King were the standard in cleat design and style. Eric Barden, General Manager of Soccer Post D.C.,said, "When older generation soccer players and parents look at our shoe wall, their reaction is one of shock and awe. After they catch their breath, they usually start a conversation about their Adidas Copa Mundial cleats or what they had back in the day." It comes as shock because the 1970's is when the first pair of white cleats hit the field. This pair of white cleats became the awakening of a new revolution in soccer footwear.
As marketing and technology evolved over the years, fabrics and colors have arrived to propel the soccer player into the future. Cleats today are full of crazy designs, neon colors and made of mostly synthetic materials. The use of synthetic materials has made the job of adding color, texture and design elements easier for manufacturers. Beyond cleats being much lighter and durable these days, they have become to affect the eyes and the brain. The bright colors found on today's cleats, attract attention onto individual players. Companies have learned that the attention on the field is like having a 90 minute moving advertisement. Whether cleats are for a particular function or not, the soccer world can be assured that cleats will be a fashion statement for most.
Footwear is the backbone of the soccer industry, but it gives way to design themes that transpire into the apparel market. Apparel in the soccer industry is more than just jerseys. There are special collections launched every year that begin with the footwear, but end with matching apparel. Soccer companies have been growing their collections, head to toe, as a way to market their brand in a creative way. These collections have migrated from playing fields to the streets as lifestyle apparel.
New brands like Vintage Futbol (VF) and Five O'Clock Shadow Apparel have found ways to capitalize in the lifestyle soccer apparel market. These brands have been able to make a connection between creativity and their soccer roots. Vintage Futbol has its roots in Fairfax, Virginia and was created by soccer players who wanted to create a brand that represented their love and passion for the game. Today, VF shirts are being worn by soccer players and fans in major cities and sold in local soccer shops. Small lifestyle apparel brands will become a bigger part of the soccer industry with their unique designs and affiliations to their soccer communities.
The soccer industry and player is much different today compared to 20 years ago. Marketing and technology is the driving force behind the changing landscape of soccer fashion and style. Where black and white ruled the soccer world for decades, color and uniqueness is here to stay.