https://uk.eurosport.yahoo.com/blog...160.html?soc_src=mediacontentstory&soc_trk=tw
Barcelona's planned kit redesign is everything that's wrong with modern football
It is borne of a mentality that sees traditional identities across football being deconstructed and reassembled in garish fashion.
Earliest football memories are invariably coloured by strong sensual motifs, whether the sound of tribal chants emitting from an as yet undiscovered stadium as you approach tentatively for the first time, or the sight of 11 giant men emerging from a tunnel resplendent in colours that are destined to nestle deep into your heart.The tense of touch is important too. Everyone remembers their first football kit. For this writer, it was the feel of the fabric on seven-year-old fingers. The smooth, vinyl-like sheen of the synthetic shirt, giving way to the furry, bubbly protrusion of the crest and the sponsors logos. As synapses fizzed, that sensory overload made an indelible mark on an impressionable young brain that has not faded over time.
That first kit engenders a very tangible, exciting sense of pride and identity, even in those formative stages of the process of becoming a supporter. These memories are woven into a young fan as the club’s livery is woven into shirts. It is the start of a wonderful, unstoppable, emotional process that results in a football club becoming integral to the very fabric of your life.
That is why Barcelona’s plans to further abuse tradition and desecrate their shirts by switching to hoops for the first time in their 115-year history matters. It doesn’t matter in the same way that Russia’s foreign policy matters, or George Osborne’s autumn statement matters. But it matters.
Following revelations in Sport that Barcelona will move away from their traditional vertical stripes – which, it must be said, have shifted shape, size, tone and composition rather frequently over the years – the backlash was immediate. Mundo Deportivo’s front cover on Wednesday reads ‘No gusta’ (We don’t like), while 78% per cent of Barca fans said in a poll they were against the controversial redesign.
The simple act of changing the orientation of Barcelona’s stripes could be seen as a rather trivial matter; conversely it could be interpreted as the next step in the despoilment of what was once the most sacred shirt in football. As recently as 2006, Barcelona’s shirts carried no sponsor whatsoever. The brief link with Unicef was admirable but also a rather transparent gateway to allow the club to emblazon their famous kit with the mark of the Qatar Foundation, and now Qatar Airways.
That was the end of ‘Mes Que Un Club’ as an existential motto; now it is nothing but a marketing slogan. Tradition has become a commodity in itself, something to trade on. At Barcelona it is the mystique of La Masia and this flimsy pretence to be morally superior to other clubs. And when tradition becomes a barrier to profit – for this is surely what lies behind the decision to so fundamentally transform the Barca kit – it can be kicked aside.
Supporters of Cardiff City, forced to stomach a sickening change from blue to red, can surely empathise. That was a rather more serious mistreatment of tradition but one borne of the same mentality. A mentality that sees traditional identities across football being deconstructed and reassembled in garish fashion. A triumph of marketing and market forces over all else.
You see it in new stadium names, and most perniciously in the persistent demand for the 39th game, the epitome of rapacious greed in football today. What is changing the design of a kit compared to moving a domestic match to Thailand or Singapore? A more fundamental distortion of the game could hardly be be dreamed up by all the profit-driven suits at Premier League HQ.
To seek protection for football’s tradition is not a misty-eyed lament for a bygone era that no longer exists - a land of Pro Set cards, back copies of Match magazine and Subbuteo sets - it is an affirmation of football’s history. From an early age, football is woven into your fabric. And that’s why it matters whether the stripes on Barcelona's kit are horizontal or vertical.
Tom Adams - @tomEurosport