The Home Kit - Representations of Cultural Identity in Nike Football Kits as Forms of Glocalisation (2008 - 2014)

The purpose of this dissertation is to investigate the symbols and signifiers of national and cultural identity which have been used in the design and marketing of Nike Football kits from 2006 to 2014. These symbols and signifiers, their relationship with their respective nation or region will be discussed specifically in relation to their meaning for their intended audience.

Within Nike’s design and marketing approach pre-2006 there was evidence that effects of globalisation and global design had impacted upon the design and marketing of the kits. However a new trend began to emerge whereby the kits were treated with a new approach which can be deemed a glocalisation. Many of the kits produced by Nike have been given historical narratives which contain different meanings to their respective nation, region or club with regards to its culture.