Leicester City Football Club Fans Kits
The focus on the nature of fandom of LCFC reflects a diverse and complex ethnic, social class, cultural context. Encompassing these considerations, it challenges a conventional geographic sense of boundary of the football culture. As a result, it provides an opportunity for adopting a strong collective identity – which could be referred to as an ‘overriding identity’ – permeates all aspects of the individual’s life to the extreme of tally determining and redesigning his or her self-identity (Guibernau, 2013: 29). In particular, supporters identify with the clubs through their emblems, which emotionally involved consumption of a given popular narratives or text (Sandvoss, 2005: 8). Colours have proved particularly potent in display elements of identity, notably as they appear on logos and jerseys –but also on other merchandise sold by the club (Ranc, 2012: 36). In this sense, the identity of LCFC supports associate with blue as a distinctive visual signifier through its established conventional meanings.