Since the arrival of the Qataris at PSG, the official costumes of the players have also gone upmarket: Berluti, or Hugo Boss. ” Formerly football players were snubbed by fashion, but it has changed, especially with David Beckham” he adds. Fashion invades the field, and all the clubs are getting ready to make the new jersey. A collaborative work between the club and the equipment manufacturer.
“The equipment manufacturers are a force of proposal, then a dialogue is established between the representatives of the club accompanied by a cell merchandising and commercial,” explains Ludovic Lestrelin, the lecturer at the University of Caen and specialized in sociology of football.
Everyone has their own method. In Saint-Etienne for example, the designers and product managers of Coq Sportif, the equipment manufacturer, present models upstream. ” We propose one or two prototypes of jerseys before discussing them together … We do not impose anything, it is by agreement,” said Jean-Philippe Sionneau, communication manager at Le Coq Sportif. On the club side, ” what interests us is that the jersey reflects our identity with the color green,” says Philippe Lyonnet, director of communication at AS Saint-Etienne, but he must also answer two questions: the jersey will please, is it useful for the players? “The Etienne jerseys are tested by the footballers themselves during closed sessions. “They check if they are correct and report any problems,” adds Jean-Philippe Sionneau. Because even if the fans buy it, the jersey is above all the blue of work of the footballer.