Can you imagine a soccer game narrated by rappers like a cockfight? That is what happened in last ElClásico, in April, when Blon and Gazir, two freestylers from the most popular urban scene, broadcast the game with spontaneous rhymes, play by play. The Barcelona rapper Kapo013, who has more than 200,000 followers on each of his social networks (YouTube, Twitch, Instagram …), acted as master of ceremonies. Music, he says, and creativity are very connected with football culture. “The group chant is an indispensable element of general folklore and is present in football. Encouraging, encouraging everyone at the same time through a song forms a very special community ”, says Kapo013.
The broadcast was followed by 148,000 viewers on the social networks of Budweiser, a sponsor of LaLiga Santander since 2019 and a great promoter of urban culture. “Football transcends the field of sport: art, music, fashion … Many players have shared on their social networks their interest in artists and urban music groups and vice versa, a clear evidence of how connected both territories are”, explains César Hernández , Marketing General Manager of Mahou San Miguel and Budweiser in Spain.
Football is usually that ideal showcase to convey what happens off the pitch, what happens in the street, what happens to the people who see it. “Urban culture is one of the greatest creators of international trends. Budweiser sees in supporting those who generate and evolve urban culture an opportunity to promote football, “he adds. “We have something in common: fight and fight for something from the mud to reach the top,” says Kapo013.
Crossing of cultures
Consultants have already emerged that explore the crossroads between music, fashion, art or football. Paul Simmons, an English consultant with more than 15 years of experience, who began doing marketing campaigns for music producers, founded four years ago OMA Studio, an agency specialized in detecting trends that arise from the mixture of these four worlds. “It’s very natural to understand the link between, for example, music and fashion,” says Simmons. “Now, in football, there is a very powerful kind of tribalism: an informal style, of casual clothing, that hides a meaning. A fashion brand that launches a soccer jersey may not say much through that product, but it triggers a very important message: ‘We understand you,’ he analyzes.
Internet searches for “football-inspired fashion” had grown by 520% between 2017 and 2019, according to a report that OMA Studio carried out with the sports audiovisual production company COPA90. “It’s not just the clothes you wear, but how and where you wear them. Football is permeating fashion ”, says the study. A feeling that the Barcelona-based content creator Ignasi Torné captured with his camera on the city’s Rambla. During the de-escalation phase of restrictions to combat the pandemic in spring 2020, Torné realized that many people were wearing their teams’ soccer jerseys on a day-to-day basis and decided to take a series of 25 or 30 photos under that concept.
“When I started with the project I was looking for the opposite,” he says. “I thought about portraying all the foreigners who walked around with shirts from different teams around the world to illustrate the multiculturalism of Barcelona,” he explains. The pandemic taught him another reality. “The people who live here had returned to the Rambla and I was able to capture the essence of the city through their t-shirts.” He came across mythical coats of RC Celta or Real Madrid. Also from FC Barcelona, of course, and from RCD Espanyol de Barcelona. “But I discovered, for example, a large community of Barcelona in Guayaquil (Ecuador) and one of the photos that I like the most is that of a computer technician who was going to work with the Colombian national team,” he says.
The mix between football and street fashion also seduces young entrepreneurs. In Valencia, Pepe Dus, José Marzal and Javier Cacigas founded GAMBEA in 2019, a football-inspired clothing store that became popular thanks to its various collections of three-quarter dress socks. The three childhood friends carry out the project in their spare time: Dus and Marzal work in marketing in other companies and Cacigas in the legal department of a company in the health sector.
“In the end none of us come from the world of fashion. Between José and I we investigate, but nothing very glamorous usually comes up or we give the latest trends. We try to give that football touch to everyday clothes ”, explains Dus. For this they make illustrations of illustrious different teams on which they base their designs. The project has reached 12 LaLiga Santander and LaLiga SmartBank clubs, which already have different Gambea garments, especially socks, in their official stores. Since 2019 so far they have sold more than 50,000 pairs of socks. “And to think that it all started in a small flat in our old neighborhood, Arrancapins, where we continue to have our office,” says Dus proudly. 1% of what they collect is donated to Common Goal, the NGO with which people from the world of football collaborate for different charitable causes.