National Soccer Jerseys: Canadian Perspectives On Material Culture And Design

 The 2018 World Cup was watched by 3.57 billion people (FIFA, 2018). This research probed Canadian soccer enthusiasts living in Toronto to better understand their jersey preferences and purchasing rationale. The research questions framing this study were: what attributes make up the ultimate jersey, how do consumers feel about their jerseys, and how do these feelings influence their choices? Multiple phases of inquiry were used to answer these questions including a content analysis of the 32 home jerseys from the 2018 World Cup and interviews with soccer fans (n=6) and a soccer industry professional. The findings suggest that soccer jerseys must fit well, be aesthetically pleasing through colour and details, use influences of the country and culture, and consider consumers’ experiences through their community and identity. This information is important to product developers, marketers, and advertisers working for big athleticwear brands.