When I was growing up Coca-Cola was the big brand. Although Levis was a brand it wasn’t until Nike that branding got really serious and I remember thinking no one is going to go around in trainers and sportswear. Being keen at games was seen as very uncool. Nike was really smart in working out that if you brand the clothes then the game will follow. It’s not about the game anymore. It’s about the marketing. But we knew that already. MoL thought that writing names on clothes would never work. It still has the hardest time finding clothes with no names. MoL thinks Djokovic is cool for sponsoring Uniqlo but José looks uncool with Samsung written on his Chelsea training top. Zoopla has trouble with West Bromwich since it has its name on the shirt in all the photographs of Anelka doing his quenelle salute. Maybe Anelka thought he was playing Tottenham and not West Ham.
MoL says Persol not Rayban. MoL doesn’t care if Nike rhymes with bike or key. If pushed it will buy Adidas or Gola. MoL says no Calvins (Sloggi). MoL has never been able to find the perfect white tee since Van Heusen stopped making them in Jordan (bulk-bought in the Desert Hills discount mall). MoL says no to Ralph Lauren, Hilfiger, Gap, Banana Republic, Marks & Spencer. Dries Van Noten, maybe. Aquascutum not Burberry. Actually Fat Face is ok (nice striped shirt, faded material, really well made), which was a big surprise. Woolrich (chinos) and Pendleton ok.
MoL is not sure at what point football got serious. Probably about the time of the Premier League and the start of the big money. And satellite TV.