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have unveiled the new Manchester United Club Kits to showcase a new design approach, whilst maximising performance they intend on minimising environmental impact. The design of the kits reflects the traditional graphics unique to United while made of lightweight recycled fabric. The new season strips have been designed with a combination of renewable fabric sourcing and a selection of unique design influences based on the club's rich history. Nike used recycled polyester fabric and up to eight recycled plastic water bottles from disposal sites in Japan and Taiwan in the kits. The bottles are cleaned, disinfected, reduced to tiny flakes and melted down into yarn and spun for fabrication. The process uses 30% less energy than manufacturing traditional polyester.
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calls the new material their 'Dri-FIT' fabric which is 13% lighter than previous kits and accelerates moisture evaporation. They claim the fabric is 7% more breathable than previous kits as strategic ventilation zones are positioned along the sides of the jerseys and at other points. The kit is produced with a double knit structure and a dynamic fit to give it a sleeker appearance whilst offering 10% more stretch than the previous jersey. In time for the new season, many other clubs have followed suit including Arsenal, Glasgow Celtic and Inter Milan. The new kit is the most eco-friendly and technologically advanced kit in football history. The design for the new Manchester United away shirt will be white with a black and red trim and bold chevron prints on the sleeves. The home kit will be sporting a collar for the first time since Nike became the official kit supplier in 2002. The new sponsor Aon features in a large bold print on the chest. On the inside of the shirt, underneath the logo is the club's mantra "believe" which sits next to the heart.
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We see advertising in many forms including print, radio, television and of course the internet. Ever feel bombarded? I'm sure the answer is yes. Advertising is used in so many mediums because advertising budgets are huge especially in companies like Nike. Think of Super Bowl commercials which cost millions of dollars for 30 to 60 seconds of exposure (and that's when most viewers go to the refrigerator). The companies want their name in front of as many different potential clients as possible. Hidden in these methods of advertising are creative branding solutions. But wait, have you ever seen an advertisement for Nike and then ran out instantly to buy the product being advertised? I haven't, but Nike and others have penetrated their markets by using focused rifle-like creative branding solutions in their advertising. If you have ever shot a rifle it's a focused bullet which is more precise in hitting the target versus a shotgun which sprays a bunch of bullets out of a cartridge with most 'bullets' missing the target.
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creative branding solutions is by sponsoring events, tournaments, televised games, teams, schools, coaches and more. Look on the sidelines or uniforms of college and professional athletes and you'll see plenty of Nike swoosh logos. Now that's a focused creative branding solution in advertising but it's not just advertising. It's also goodwill and good business sense. How many youth athletic teams are in your company's community? How many kids on those teams with families? How many family members outside of the team players on the team? I'm sure you get the point. You may not have a Nike sized advertising budget, but put your company logo on some uniforms of the youth athletic teams in your town or city and you're on your way to one of the best creative branding solutions out there. It's plain smart business.