Football Nostalgia (Sports Nostalgia Book 2)


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Marketers know that reminding us of positive memories also makes us buy more stuff.

The adidas football's nostalgia - Why the german brand stopped to imagine the future?

Experiments show that advertisements that induce more nostalgia makes viewers like the ad more, which makes them like the brand more, and therefore increases their likelihood to buy that product. It originated from ultras world , which rejected "modern football", referring to a mythicized past where values existed in the football world and everything was somehow better than today, a typical mechanism at the base of nostalgia and memories. The ultras aesthetic canon has always been vaguely rebuilt in the '80s and' 90s, and with the normalization of the ultras subculture, gradually this trend has entered the mainstream.

Despite the nostalgic philosophy is very inconsistent the football of the '80s and' 90s seems more ethical than today? Many small fashion brands have surfed the nostalgic hype by taking up the only salable object: the football shirt. However, the trend seemed to be limited to a niche market, in which at the most they could enter small fishes such as Umbro or Le Coq Sportif , instead adidas has decided to enter a tense leg on the nostalgic market aiming a lot. The reason?

From a creative perspective, adidas' choice seems to be conservative, and it could underline a lack of vision and ideas. In fact, their most innovative products are still very far from Nike's, both from a technological and aesthetic point of view. The adidas' new generation boots nemeziz and Ace weren't a success, even the new Predators despite the nostalgic nuance, do not seem to be achieving the desired results.

As we said before it is a speech of capitalization of an asset that the company owns and that the competitors do not have. There are two major risks to which adidas could meet. The first concerns the actual realization of the nostalgic aesthetic taste : despite the base of the T-shirts reproduces the patterns and fantasies of the '90s, they must still respond to contemporary aesthetic and technological canons. The result is a hybrid that might dislike a bit 'all, nostalgic purists on one side and consumers who instead seek a more innovative product.


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The second slice of cake is never as good as the first, and the third might give you a bellyache. Nostalgia is a cyclic fashion - in the sense that it returns constantly - but we can not live solely on it. A stratospheric brand like adidas, which is already losing ground to the biggest competitor, from what will it take place once the propulsive drive of nostalgia has been exhausted? This site uses cookies, including third parties, in order to improve your experience and to provide services in line with your preferences. By closing this banner, scrolling this page or by clicking any of its elements you consent the use of cookies.

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Football nostalgia

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Football Nostalgia (Sports Nostalgia Book 2) Football Nostalgia (Sports Nostalgia Book 2)
Football Nostalgia (Sports Nostalgia Book 2) Football Nostalgia (Sports Nostalgia Book 2)
Football Nostalgia (Sports Nostalgia Book 2) Football Nostalgia (Sports Nostalgia Book 2)
Football Nostalgia (Sports Nostalgia Book 2) Football Nostalgia (Sports Nostalgia Book 2)
Football Nostalgia (Sports Nostalgia Book 2) Football Nostalgia (Sports Nostalgia Book 2)
Football Nostalgia (Sports Nostalgia Book 2) Football Nostalgia (Sports Nostalgia Book 2)
Football Nostalgia (Sports Nostalgia Book 2) Football Nostalgia (Sports Nostalgia Book 2)
Football Nostalgia (Sports Nostalgia Book 2) Football Nostalgia (Sports Nostalgia Book 2)

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