Welcome to issue #025 of Contemporary Football, your inside look at how the game really works behind the scenes.
Monday to Friday, you’ll uncover a new perspective on football business, and sometimes a deeper story that sharpens your thinking and gives you an edge in the beautiful game.
If you need support on your football journey, just write me.
Look at that photo again.
It doesn’t look like a football campaign.
It looks like a fashion editorial shot in Lake Como.
And that’s exactly the point.
Football is now streetwear
I love this photo.
A nostalgia project on the edge of fashion.
The more I look at it, the more I want to buy vintage shirts.
Maybe Ronaldo ’94. Or Batistuta ’98.
Football shirts were once merch.
Then they became identity.
Now they’re streetwear.
Today, clubs are not just selling kits.
They’re selling a vibe.
A look.
A lifestyle.
People wear football shirts at parties, at work, on first dates. (Just joking!).
It’s become the most democratic piece of fashion in the world. (Not joking).
Why I believe Adidas won this round
This collection hits a sweet spot:
nostalgic but not forced
football but not cliché
clean without being boring
lifestyle without losing identity
It feels like the 90s…
but without pretending to be the 90s.
What do you think?
Football is Pop Culture
Clubs used to launch shirts.
Now they launch drops.
Every release feels like a fashion moment.
And people love it because football is no longer just sport.
It’s culture.
It’s identity.
It’s a language
Football is Pop Culture.
If you have any doubts, just look at Kim Kardashian walking around in her Roma shirt.
That’s all for this week.
Thank you for all your feedback and involvement with Contemporary Football.
Now it’s time for me to fly to Warsaw to give a lecture.
I’ll tell you more about it next week.
See you on Monday,
Federico