When the players hang the tracksuit to dress in a suit |The financial

When the players hang the tracksuit to dress in a suit |The financial

Football condemned to the tracksuit?At all: the dress suit has made a hole in the locker room, a beneficial fashion for both the clubs, which reinforce their "status", and their dressing rooms, which achieve visibility.

Win the Eurocup yes, but with style: Italy gave a touch of elegance to the continental title achieved last July with the Armani Emporio suit that accompanied the selection throughout the competition except, of course, on the pitch.

The 'look' of the Italian internationals surprised and even caused some ironic reactions on social networks, but more and more teams and selections are updated, in a sport in which the stars shine both on the courts andIn the 'fashion' pages of magazines.

In September, Paris SG announced a two -year collaboration agreement with Dior, which three months later chose as a brand symbol to Kylian Mbappé.Bayern Munich and Real Madrid, its European rivals, wear Hugo Boss, while Moncler does it with Inter Milan since December.

The arrival of the players to the stadium, the game days at home -in the displacements the clubs prioritize the cluster, more practical -has become an improvised fashion parade.

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"What brands are looking for is the 'influencer' side. Los deportistas, jóvenes y apuestos, a menudo a la última en moda, es un formidable escaparate para ellas", destaca Virgile Caillet, delegado general de la Unión Sport&Cycle, la patronal francesa que reúne a las principales empresas de la industria del deporte y el ocio.

In Ligue 1, the French brand Izac dresses the champion Lille, Marseille, Nantes, Saint Etienne and Metz and "We still follow a development plan," says its commercial direction to the AFP.

The image of the footballer in tracksuit is changing "completely", according to this brand."Soccer is an extraordinary communication vector".

As with game t -shirts, clubs try to take care of their image when choosing their official uniform.

Izac explains that the clubs go once a year at the 'show-work', where they have all their collections, to choose the locker room they want to use during a season.

Either suit or a more 'casual' style, those clothes are also on sale for the general public.It has already happened that a Marseille fan buys for his wedding the same suit that the players of the club of their loves use...And he even asks for the team's shield to be embroidered in the jacket to resemble soccer players as much as possible.

Instead, Dior's collection for Paris SG is not in its stores...for now."It takes time" to deepen that cooperation, explains Fabien Allègre, director of diversification of brands and merchandising of the Parisian club.

Dressed in the past by Berluti and then by Hugo Boss, the PSG has added the prestigious Parisian haute couture house to its catalog, which also includes the products of 'Jordan Brand' (Nike brand) for everything that is costumesports.

The Messi, Neymar and Mbappé club is the only one in football in looking.

"The PSG is often wherever it is not expected, but always reflectively, with the will to be consistent with respect to our brand strategy.The PSG and Dior is the same passion in Paris, the alliance between two houses of excellence, "he adds.

The costumes helps to take care of "the status of the club", confirms Virgile Caillet."For a coach, his clothes unconsciously condition the credibility he has".

Dress better to win more?At least, for clubs it is worth trying.

AH-ALU/JED/MCD/IGA

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