21/22 season, various brands have launched a large number of well-designed jerseys. Under the background of the continuous development of jersey culture and the increasingly fierce competition among various brands, the design of jersey brands has become more and more bold.
The arrival of the new season always brings an atmosphere of expectation, and a new beginning is full of potential and hope. This atmosphere will continue for at least a few weeks, until the emergence of real conditions such as a bad lineup, a downturn in the home team, a bad head coach, and an inactive board of directors make your hopes dashed. Before the team goes downhill, the introduction of the new season jersey is like a good sign of victory: your team is absolutely motivated, and you feel invincible. But soon, there will be some tricky things, and you know you will not be better in the next 12 months. However, the former has been seen more than ever this season. It can be said that this season's jersey has a higher design standard than ever before. So why is this?
In the past ten years, the influence of football culture has been expanding rapidly, even showing jerseys on the runway, or being worn by musicians in performances, or even another Football jerseys worn by players of this sport are no longer uncommon. The development of football culture and its acceptance is largely due to the growing popularity of jersey culture. Brands must respond to this by providing jersey designs that not only satisfy the home team fans, but also make people choose to wear them in their daily lives. Jersey. Admittedly, for most low-level teams, this is not a factor to consider. But for European high-end clubs, this is undoubtedly a basic requirement. The profits from jersey sales and brand endorsement constitute a reasonable part of their overall income.
Such a change in jersey design was first initiated by Paris Saint-Germain .The cooperation between "Parisian" and Jordan has opened up a new path for the design of jerseys. Since then, the club's jersey has not only been worn by players on the court; it can also increase the club's exposure. For example, when a well-known singer or NBA star wears a jersey, this will definitely increase the club’s visibility and help him gain traffic in previously undeveloped areas. Pioneering and innovative, Paris Saint-Germain has never shied away from such unrecognized cross-border cooperation. Such unprecedented cooperation has been cross-spread with other cultures and achieved unexpected results.
Initially, the design of the jersey focused only on the pre-match jersey and the second away jersey, and the bolder design broke away from the traditional limitations of the club. The club’s traditions must be adhered to and at the same time the fans must be pleased, which means that home and away jerseys are often extremely restricted. However, the 21/22 season has witnessed a real change in this situation, with more distinctive and expressive designs also appearing in the home and away jerseys. This is a refreshing change.
Although some big brands seem to have not fully let go of the freedom of jersey design, some niche traditional brands have played a role in really promoting the development of jersey design. For example, Umbro , Hamel, Kappa and other brands, their designs are always refreshing. This is particularly evident in the 21/22 season.
Kappa of the above brands has a rich history in this sport. This Italian brand provides Venice with the best jersey of the season. In recent years, we have also designed some excellent jerseys for Monaco , Betis , Aston Villa and Genoa.
Kappa established a new partnership with the Venetian,Seen as perfect: there is a club known for its outstanding jersey design, and a brand with a rich design heritage and a spirit of innovation and progress. One thing that cannot be ignored is that Venezia x Kappa's jersey design was completed by the creative agency Fly Nowhere from New York in collaboration with Kappa. It is commendable that Capa has enough courage to hire a third-party agency to assist in the process of designing the jersey. There is no doubt that this cooperative approach provides freshness to the jersey.
Of course, this is not the first time that a brand has introduced a third-party organization to cooperate to complete the design. Recently, Adidas and 424 (Los Angeles-based streetwear brands) launched their Arsenal joint series. And Naples even cooperated with Marcelo Burlon County of Milan (Marcelo Burlon County of Milan)-once again to pay tribute to the jersey manufacturer Kappa, launched a special version of the jersey actually worn on the field. After that, Naples cooperated with the brand EA7 under the fashion giant Giorgio Armani ( Giorgio Armani ), which was also the first appearance of EA7 on the football field. The world of football and fashion has never seemed so close, which is undoubtedly a good thing in terms of design.
In the past few seasons, traditional brands have continuously improved the design level of jerseys, which has forced larger brands to enhance their competitiveness. Nike has made a new attempt in this season's Inter Milan home jersey. The jersey incorporates Inter's classic stripe design while adding the long-lost'Biscione' snakeskin element. This is a pattern that only appeared on the pre-match jersey a few years ago. But now, in every Inter Milan game, you can see it. There are some orthodoxists who don’t like it, but such a few are the kind of people who are satisfied with the traditional design.People who do not make any changes. As long as the design of the jersey respects the club and its history, novel designs like this should be encouraged.
Next, let us turn our attention to Puma ( PUMA ). In general, Puma's 21/22 season jersey is a bit boring. There is no commendable graphic design in the jerseys launched. Moreover, the third jersey launched by Puma is also controversial.
This German brand intends to change the design rules of traditional jerseys by printing the club name in the middle of the jersey in a custom font, while the PUMA brand logo and sponsors are also placed in the center. Perhaps the most controversial part is the change of the club's team emblem to under the collar on the back of the jersey. Although Puma used innovative technology to emboss the club logo on the fabric of the jersey, this dark pattern was not conspicuous at all, which made some fans very angry.
It is understandable that the team logo layout that deviates from the traditional jersey has been widely criticized. Although this design is different from all other jerseys, the spirit of breaking the tradition deserves to be encouraged-after all, this is the only way to progress: try and make mistakes. No one stipulates that we must follow the conventions of jersey design. The design of jerseys needs to advance forward, and the regulations formulated by the management agency also need to keep pace with the times.
Recently, two jerseys considered to be the best designed this season have violated the game's jersey management regulations. Ajax had to modify their second away jersey, removing the three birdies originally under the collar on the back. "UEFA believes that only club logos, jersey sponsor trademarks and sleeve advertising sponsor-related patterns are allowed on club jerseys. Pattern logos other than this are not allowed."
Another team affected by the rules is Venice.Their outstanding design replaces traditional sponsors with the words "Venezia", but Serie A only allows "a club logo" to be printed on the jersey. If the word "Venezia" is regarded as the logo of the club, it means that the Venetian must wear a jersey without the club logo. However, the club seems to have received a special exemption because they wore unmodified jerseys when they faced Spezia in the fourth game.
All in all, this shows that the level of jersey design is progressing, moving in a positive direction, and meeting the needs of the evolving jersey culture. This means that brands need to continuously improve the jersey design, as shown in the new jerseys this season-this situation is believed to continue for a long time.
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