Fashion Briefing: ‘What the people want’: Bootleg sports merchandise is pushing licensed brands to step up their game
Culture Index
Score Breakdown
Relevance
9/25
Freshness
25/25
Authority
18/20
Brand Signal
6/15
Depth
4/15
5-Axis Cultural Radar
The NBA championship and the World Cup have brought out a wide variety of home-made, bootleg and unlicensed sports merchandise. At a time when officially licensed product is getting more expensive, the world of bootleg merchandise is more accessible and often has more aesthetic variety, putting pressure on licensed apparel merchants to step up their game to compete.
