Oxford United said the range was timed to coincide with the start of the new NFL and MLB seasons . It said 93 is the year the club was promoted to the Second Division, which explains the internal reference the club says it intended to use.
Ah, Oxford United, the football club that recently made headlines for all the wrong reasons. If you’ve been living under a rock—or perhaps just blissfully unaware of the latest in football fashion faux pas—let me fill you in. The club decided it would be a great idea to launch a clothing range featuring the call sign of one of the planes involved in the 9/11 attacks. Yes, you read that right. Nothing says ‘let’s get the fans excited’ quite like a shirt that reminds everyone of a national tragedy.
Now, I understand that marketing can be a tricky business. You’re trying to be edgy, trendy, and relevant, all while not stepping on any toes. But come on, Oxford! Launching a ‘United 93’ clothing line just before the anniversary of one of the most horrific events in recent history? That’s like trying to sell ice to Eskimos or sunscreen to vampires—just not a good fit.
After receiving backlash that could make a hurricane look like a gentle breeze, the club quickly issued an apology. Apparently, they were unaware of the call sign’s significance. I mean, who doesn’t know about the infamous United Airlines Flight 93? It’s not as if it’s been a significant part of our collective memory or anything.
The apology was, of course, the right move. However, it’s hard not to chuckle at the irony of a football club named Oxford United stepping into such a massive blunder. Maybe they were trying to appeal to the ‘united’ theme, but this was one case where unity was not going to be found in a shirt that conjures up memories of chaos and loss.
The timing couldn’t be worse either. With the 9/11 anniversary looming, it’s almost as if they thought, ‘Let’s not just remember the day; let’s commemorate it with fashion!’ Spoiler alert: it didn’t go over well.
As a result of this misstep, Oxford United has now become the poster child for what happens when you neglect to consider the impact of your branding choices. And let’s be real, they’re probably not the first (and won’t be the last) to make such a blunder. But with the internet at our fingertips, it’s astonishing how quickly news travels, and how quickly the backlash can grow.
So, what lessons can we take away from this debacle? For one, perhaps it’s time for a little sensitivity training in marketing departments everywhere. And two, always remember that some themes are best left untouched—especially when they involve tragedy.
In the end, let’s hope that Oxford United learns from this experience and comes back with shirts that celebrate the beautiful game rather than make headlines for the wrong reasons. Because in football, as in life, timing is everything. And apparently, so is common sense.
Inspired by: “Oxford apologise for United 93 shirt advert” (r/World)