Categories
Sportswear vs. ExpressionWear
Two different jobs. One dresses the fan, the other activates them.
SportswearExpressionWear
- Primary purpose
- SportswearPerformance, comfort and style
- ExpressionWearVisible identity, emotion and support
- Typical products
- SportswearJerseys, shirts, shorts, shoes and caps
- ExpressionWearRodela and other expressive wearable displays
- Content
- SportswearUsually fixed
- ExpressionWearIlluminated, changeable or tied to a specific moment
- Fan relationship
- Sportswear“I wear my club.”
- ExpressionWear“I show how I feel about my club.”
- Experience
- SportswearMostly passive
- ExpressionWearVisible, expressive and participatory
- Matchday role
- SportswearDresses the fan
- ExpressionWearActivates the fan
- Commercial opportunity
- SportswearTraditional club merchandise
- ExpressionWearCollectible drops, match moments, campaigns and sponsor activations
The essential difference
Sportswear is designed around what people do. ExpressionWear is designed around what people feel and want to show.
A jersey shows which club you support. A Rodela shows what you are feeling, celebrating or standing for in that moment.
