World Cup 2010 Football Kits – group A

Howdy everybody,

The 2010 FIFA World Cup South Africa is 17 days away, the hype is growing and brands are showing what they will be doing. Nike launched its “Write the Future” campaign that reached 4.1 million viewers on Youtube in 4 days. Puma setup its chorus marketing stunt. adidas built the limited edition F-50 adizero Messi & Villa will be wearing during World Cup. Coca-Cola and Roger Milla are setting the celebrations tone.

This said, one of the strongest focus will be on the football kits the players will be wearing during World Cup. Today Group A. Let’s have a look at what South Africa, France, Mexico and Uruguay will be wearing on the pitch.


The kits are manufactured by adidas.
The Home shirt is mainly bright yellow with green touches around the collar, arm-pits and sleeves. The away shirt is mainly green featuring a watermark of the country’s flag. The sleeves have a darker shade of green on the ends and at the bottom of the shirt.


The kits are manufacturer by adidas. This is the last kit before the sponsorship with adidas expires.
Since 1972, from France’s image has been closely linked with adidas. New Jersey’s history of design inspiration comes from the two classic jerseys, stylist groundbreaking with both red and white 11 cross-court form a letter V trend, 11 line represents the football eleven players can lead to a whole wide, white V gets from 1998 shirt collar.


The kits are manufactured by adidas.
Classic and traditional Home kit with the green, white, red colours which are the emblematic colours of El tri. The kits have underlying patterns, representing feathers which represent the eagle warrior (the bravest in the Aztec army). Black away kit as opposed to the traditional white strip. Clean traditional kits.


The kits are manufactured by Puma.
Uruguay is known as La Celeste. The home kit is bearing the traditional sky-blue shirt black shorts and black socks style. The Home kit is covered with sun-shaped Takifugu taken from the Uruguay flag.  Uruguay, in May the sun symbolizes the nation’s liberation and independence, gold stripes on both sides of the body also represent the two World Cup the glory (1930 and 1950). The Away shirt is “gold” instead of red which represent…..the sun.

Coming soon, Group B featuring Argentina, Nigeria, Korean Rupublic and Greece.

Stay Tuned!

Karl Lusbec

2 thoughts on “World Cup 2010 Football Kits – group A

  1. Bonjour,

    Karl, I wanted to bring your attention to marketing approches being implemented by sportswear manufacturers to introduce new kits for the upcoming season. During the last couple of seasons, Adidas used either the last game of the season or a title game(s) to launch novice kit designs. For instance, Chelsea wore its 10/11 kit, during the last game of the season, against Wigan, and in the FA Cup Final versus Portsmouth. In marketing terms, the new kit was brilliantly positioned, when one takes into account the winning manner in which the Blues closed-out the campaign.

    It is well known that supporters and players tend to associate good or bad omens with particular objects or events, or both. On several occasions, sportscasters often associated Chelsea’s 09/10 third kit (blue, black and yellow) with bad luck anytime the team lost or drew a game wearing the kit. In actuality, of the six loses Chelsea suffered three came in the third kit, two in the away kit, and one in the home kit. Imagine the misconception being reinforced in the psyche of Chelsea fans if this statistic was made known.

    My point of contemplation is this, what would have happened had fate turned against the Blues? How do you think the new kit would have been received by supporters had the Blues lost the EPL title and the FA Cup to end the campaign? Is there an inherent risk associated with this sort of marketing campaing?


  2. Hello FABO,
    You are absolutely right. Many teams use the last game of season A to launch the Home or Away kit of season B. There are many reasons for this, but ultimately the goal is to create hype among fans for the new kit of the upcoming season.

    The bad luck component is indeed very present. If Chelsea had lost the EPL title on the last game wearing their new kit for the 1st time, without a doubt that kit would have been associated to the loss. Players and fans are not necessarily superstitious, but they link events and facts to material. I think it’s a human being thing. The most significant example which comes to my mind is Deportivo La Coruna who lost 8-3 to AS Monaco in Champions League. Deportivo players were wearing their 3rd kit for the 1st time. After the game the kit was pointed out by the club, the medias, the fans to be responsible for the loss. That kit was never worn again…….. . A bit extreme if you ask me.

    My take is that football manufacturers are aware of the “bad luck” element, but it does not (and should not) play a crucial role in launching a football kit. Launching a football kit involve many stakeholders (retail, communications, PR, logistics etc) and the goal is to provide the market with a fresh new functional kit.

    We can see it from another angle. For example, France launched the Away kit for the Euro 2004 during a game in Germany (Gelsenkirchen) in November 2003. Les bleus won 3-0 but didn’t make it far during Euro 2004.

    My point is that the risk of a team losing badly with a new kit does exist, but should not trigger the launch or not.

    Thanks for your comment FABO!


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