Have We Reached Peak Football Nostalgia? | OneFootball

Nostalgia will always be part of culture and sport. But the tidal wave of rereleases from previous eras is creating a lack of original identity for the current generation.

We are being overloaded with nostalgic regurgitation at the moment.

Constant rereleases and remakes of old kits and boots show that brands and clubs are looking backwards for their inspiration. Earlier this year, I asked whether or not retro was being overdone, looking at the excess of nostalgia in the game. Fast forward a few months, and it’s gotten even worse, becoming ingrained deeper in not only the game but society itself and the progression of this generation and generations to come.

The theory is that ‘Gen Alpha’ (a truly vomit-inducing name) won’t have its own aesthetic. Not just in football, but in the wider context of culture. If you look back over time, each generation can be assigned characteristics of its era, whether it’s millennials and the ’90s and early ’00s or Gen X in the ’70s and ’80s. Heck, even Gen Z can claim 2010s culture as their own. And while there is certainly inspiration and and homages to previous generations in each of these styles, they are original enough to have their own aesthetic and noticeable characteristics.

The current state of rehashed releases (think one-to-one designs rather than original designs with retro-inspired design cues) sets a dangerous precedent that will define this generation as a Frankenstein’s monster of each cultural era, mashing them into one disgorgement of a clear loss of creative flair and a dangerously low forward-thinking attitude.

Emotional connections with periods in football are key in the game’s marketing strategy. Football relies heavily on that tribalism, and that sense of belonging to that moment, whether it’s a trophy win or a period of era-defining tactical philosophy. Think Brazil 2002, Man United’s treble in 1999, Italy 2006, and even teams like France, Juventus and Barcelona during the ’80s and 90s.

These are all teams and moments that are etched in history and engrained in the minds of fans (and neutrals) around the world. What that means is they have become cultural phenomena, not just sporting ones. And with that, comes the constant need to reflect on those moments. Digital amplification has been rife for years. On social media, “On this day…” content and photography from moments in football has put nostalgia front of mind. Partner that with the chance to monetize this, and you have a win for brands. Retro kits, classic designs, and heritage pieces will sell. They’re popular because they tap into that emotion and that connection.

Past eras have a defining aesthetic. Short shorts and long-sleeved knitted shirts with deep collars from the ’70s and ’80s. Baggier, heavier shirts from the ’90s. Baggy shorts of the ’00s. Whether it’s Le Coq Sportif, Kappa, or Nike’s T90 sensation, you can match an era with an aesthetic throughout time.

But what is the aesthetic of today? It’s all a bit blurry. The lines between eras aren’t as distinguished as we see in history. We see more and more recycling of past-era aesthetics rather than the creation of a new one. Designs constantly look back, and new kits often mirror the past. While this has been a thing for a long time, it’s slowly creeping further into the danger zone. Taking inspiration has always been there, but the blatant re-releasing of past designs has stalled the creative growth within the culture. The same kits from past years, the same boots, the same everything. We’re creating nothing new of substance.

Why is this, though? Is it because of how the game is now? Possibly. Football’s personality has been stripped back year after year. We’re still clinging to the days of Cristiano Ronaldo and Lionel Messi going head-to-head, which isn’t helped with the fact they’re both still (somehow) playing the game.

But analytics, tactics and technology are all factors towards people hunting elsewhere for something to cling to. Players are more robotic, as is the game. It’s a strategy. It’s more of a well-oiled machine. And this doesn’t let creativity breathe. Is the new generation being shortchanged? Absolutely. These rereleases are only nostalgic for certain age groups. Clubs are recreating the past, instead of progressing their identities and that leaves the new generation with nothing to connect to, and instead wish they lived through the past, romanticizing times they weren’t even born in.

While football’s soul has been diminished somewhat, moments are occurring all the time to lean on. And some players can be harnessed better. Jude Bellingham is a great example of a player who has the marketability but instead, adidas creates a version of its retro-inspired Predator silo. Nothing new. Lamine Yamal is another example of a chance for football to progress creatively, moving away from regurgitation and into an era-defining cultural moment. Harness this power, instead of rereleasing a kit from the 2004 Euros (again).

There’s a phrase, “I wish you could know you’re in the good old days before you leave them” and football seems to have taken that to heart. It’s time to create something new and define the next generation with something fresh, something innovative. Step up, football. The kids need better.