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spring/summer 2010

fashion by Nike, Prezzybox, Dirk Bikkembergs

FOOTBALL INSIGHT by publisher Karin Sawetz June 2010
Karin Sawetz is journalist, media researcher and fashion scientist (Mag. Dr. phil.).

Fair Play

From 11 June to 11 July
2010, the Football Worldcup in South Africa will even affect fashion such as you can see on this page: Cristiano Ronaldo (Portugal) is wearing a green shirt by Nike which was specially re-designed for this mega sports event.

The Football Worldcup is hosted by 9 cities (Johannesburg, Cape Town, Durban...) in 10 different stadiums. Some of the stadiums had been built brand new like the Nelson Mandela Bay Stadium.

By searching the Fifa Worldcup website for more information, non-football addicted fashion journalists like I am are experiencing why sport and fashion journalism are two different professions. This happens at least at the second paragraph of the description of the Nelson Mandela Bay Stadium: "...will host the match for third place, and a quarter-final amid a total of eight matches during the FIFA World Cup."

I can imagine what the passage about the matches means - but it does not interest me. What really interests me, is that sports like football have gained what politicians work hard on: a worldwide consensus of following the same rules. The meeting of athletes from all parts of the world in South Africa is for me as a non-football addicted fashion journalist - beside edgy designs with Cristiano Ronaldo as a presenter, a signal of a world society that practises 'Fair Play'.

So far, I like football.

fig.: original beginning with...

Cristiano Ronaldo (Portugal) in 'Grand Slam Polo' by Nike, SS2010. Beside Ronaldo, the classical polo shirt was presented by the football players Joe Cole (UK) and Patrice Evra (France) in the corresponding colors of their teams.

Magic Boxer Shorts Football by, SS2010. The shorts on this page are originally packed into palm size. To get into this size, they are folded into a de-compressed package. The idea was to save space in travel luggage. For de-packing them, you have to soak them for a few moments in water; that's the reason why their name is 'Magic'. Prezzybox advises: "Magic Boxers are a fantastic gift, just don't try to wear them until you have soaked them... you risk damaging your vitals..."

Leather bag in brown by football addicted designer Dirk Bikkembergs, SS2010. Photo: (C) Black and Light Studios.

Music video: 'Television' by Baaba Maal in collaboration with 'Brazilian Girls'-members (singer Sabina Sciubba and keyboardist Didi Gutman). On the lead track of the 2009 released album 'Television' by the Senegalese musician Baaba Maal, Sabina Sciubba sings in different languages. Sabina is the vocalist of the New York electro-pop band 'Brazilian Girls' - the group consists of three men and one woman. Sabina is born in Rome, grew up in France and Germany, and is now living in Brooklyn, New York. In early June 2010, Baaba Maal invites to 'Tweet for A Track!'. You can access the download link of the Mikey J Remix of the song 'Tindo' on

Most of the football addicted will watch the games on TV. Sport events are still not life-streamed on the internet; except your national broadcaster offers additionally Online-TV which is normally restricted to paying users who are a rarity online. The problem is to make international contracts for transmission rights. Great sports events like the Fifa Worldcup are a good example why the mostly national broadcasting TV-channels have problems with the internet: the rights for transmission are very expensive; they are pre-calculated on the probable amount of recipients in a special region and not deducted from the real usage per unique user and visits. Probably, the right owners are not trusting the last mentioned accounting method.

Source: Original article with video and images on


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