The old England football team kit

This week I was fortunately enough to be given the opportunity to see the new England kit.  It is the first time Umbro has attempted to do anything like this and only a handful of people within Umbro and their parent company Nike, has seen it.  I would never wear an England kit (and I know a lot of other people wouldn’t), not because I don’t support them but mainly because it doesn’t go with my jeans or trainers.   Now I can’t go into much detail about this new kit but I think the designers have got it spot on and more people will be wearing it as a fashion item.  They even have shirts in traditional sizes.  For example, size 36, 38, 40, and not small, medium and large.

What really interested me about the kit was not so much the look but the story behind it. The kit was tailored on Savile Row with each player having to be personally fitted, and even the England manager, Fabio Capello, having a very important say in the design from start to finish.  That didn’t surprise me really as Italy is known for fashion and being Italian he brings a sense of pride to the kit, which was what they wanted to create: A top that makes the players feel proud to wear.

A funny story was when Rio Ferdinand tried the kit on.  He looked at himself in the mirror, fixed himself up and said “SOLD” and walked off.  Once they heard that reaction, they knew it was right.

One of my favourite marketing experts is Seth Godin.  Now Seth Godin really emphasises the point of having a story and the importance of it.  Everyone has a story and sometimes hearing that story can be the difference between doing something or not, being inspired or being put off, buying something or not buying something. Hearing someone story can really change your perception of the way you view things.

Anyone who is successful right now has a story and a story can be so powerful that sometimes it overshadows the talent behind a person’s success.  Everyone knows the story of 50 Cent and how he got shot nine times or the story of MySpace’s “Tom” and even how the characters were selected for Sex And The City .  If you are promoting anything/anyone (including yourself), make sure you have a story.

Note: make sure the story is true because a lie will get found out…. Remember Vanilla Ice and his background lol

What is your story?  I would like to hear.

Andrew TWKS