When brands copy other brand's kits A choice sometimes forced to meet the wishes of clubs and fans

They say that the power of love can overcome any obstacle. It might be true, for sure this can be applied in football aesthetics. That’s because the passion and the devotion of the fans towards their favorite team sometimes can push brands to take surprising actions, namely celebrating the competition by re-proposing their best ideas. More specifically, reproduce the design created by other brands. It's the first rule of football, the kits must please the fans. And when fans cling onto a competitor's cutting-edge jersey design, brands have no other option but to replicate it in order to meet their needs. After all, the ultimate goal for brands is to sell kits.

The moment a team wears a jersey, whatever brand designed the concept somehow loses ownership of it. It becomes an exclusive of the fans, and consequently of the clubs. It is no coincidence that, precisely to satisfy this feeling, many teams have proposed retro collections omitting the technical sponsor of the time. For example, AC Milan has reproduced the complete collection from the 1995/1996 season, originally designed by Lotto, and now offers it for sale in their store. This trend, that of making retro jerseys available, has also been followed by Juventus, Inter and Roma. But the same happens with almost all Premier League teams, from the big ones like Manchester United, Liverpool and Chelsea to those that have a smaller following outside of England like West Ham and Crystal Palace. As mentioned before, the jersey must satisfy the fans and they are increasingly fond of wearing their team's kit even outside of game day. It serves as an accessory, representing an extension of their personality. It embodies passion and love.