In the annals of English sport, Hull City were a mere footnote until 2008. The sum of 104 years of professional football in Hull was seemingly just the answer to a pub quiz question, that being ‘which is the largest city in Europe to have never had a top flight football club?’ All that, however, changed on May 24th 2008, when the Tigers made the ascent to the Premier League.
Overnight, the club’s profile increased exponentially to hitherto unseen levels. City, who once only made national headlines for narrowly staving off bankruptcy, were now being touted as a ’global brand’ that could shift a glut of replica shirts in the Far East. Blimey.
With the eyes of the world now supposedly upon us, breath was bated in anticipation of a high profile kit launch.
In the past, the release of a new home kit may have warranted a photograph on the back page of the Hull Daily Mail at the most, not any more. A ‘global brand’ has teaser campaigns, pre ordering and press conferences to mark the arrival of new polyester garments. During the summer, Umbro ran a series of ‘teaser’ adverts on both the club’s official website and Tiger Leisure webstore. (more…)