I rely on magazines and recorded broadcasts to gather information
England and Germany are the most popular teams
In Japan in the 1970s, it was extremely difficult to access the latest soccer information. This was more than 20 years before the J.League was even established. There was no internet or satellite broadcasting. Reading through the monthly soccer magazines from cover to cover, and eagerly awaiting Diamond Soccer, a program that aired recordings of professional league matches from around the world, was the normal routine for soccer enthusiasts, especially young soccer players, at the time.
Yoshihiro Kuniyoshi, who was born in 1954 and later became the deputy editor-in-chief of the specialist magazine "Soccer Magazine" published by Baseball Magazine Co., Ltd., looks back on those days with nostalgia.
"The information published in soccer magazines was much less up-to-date than it is today. Diamond Soccer often aired league matches between England and Germany, so it was inevitable that information from those two countries was easily available. I think the cleats worn by young soccer players at the time were mainly made by domestic manufacturers."
Admiral in the 1970s as seen by Kuniyoshi
The traditional beauty of Britain was in the air.
"In the 1970s, manufacturers began to include logos on their uniforms, emphasizing their brand identity. Admiral also signed contracts with Leeds United and Manchester United to provide uniforms with their logos."
Admiral was unknown in Japan, but its success in the home country was remarkable. In the mid-1970s, it became the supplier of the England national team, and its presence was made known to the world. Kuniyoshi says that the Admiral uniforms worn by English clubs and the national team gave the brand a "stylish image that was different from the simple and sturdy image of England."
What kind of design do athletes want? The design team is always on the lookout, gathering information on needs and trends. They then reflect this in their items. They frequently visit sports shops to talk to shop staff and check the latest information on clothing. Some members have even taken up tennis, a sport they had never played before, and by actually playing, they are able to explore the necessary functions for clothing. Everything is for the athletes. Their insatiable spirit of challenge and greed is steadily evolving the concept of Admiral's clothing.
"That uniform left a lasting impression. The Admiral model had innovative lines in the colours of the Union Jack and looked really cool. I remember when I was a student and we made our team uniforms, we ordered them to be modelled after the Admiral design."
Admiral finally arrives in Japan
Soccer magazine also publishes tie-up articles
In 1983, the year after the England national team wore Admiral at the World Cup in Spain, Kuniyoshi joined Baseball Magazine Co., Ltd. and began his career in the editorial department of the soccer magazine.
"Soon after Admiral began distribution in Japan, we placed advertisements in soccer magazines and even wrote extensive tie-up articles."
This was before the birth of professional soccer leagues, and there was still little information available to the general public about soccer. However, the Admiral brand began to catch the attention of young soccer players, as it was worn by prestigious high school soccer teams and the England national team participated in the World Cup.
Expectations for Admiral as it begins to make history once again
The challenge of enhancing our presence as a "symbol of strength"
The J.League began in 1993. In 1998, the Japanese national team qualified for the World Cup for the first time. As a soccer journalist and deputy editor of Soccer Magazine, Kuniyoshi has been watching this turbulent era of Japanese soccer from the front lines. While uniforms from various brands have graced the J.League stage, Admiral has not been seen there until now. However, in 2022, Admiral will finally make its appearance in Japan's top league. Although it is a historic brand, it is still not well known among young fans. What is needed to solidify its image and status?
Kuniyoshi says, "A brand only becomes recognized when it is worn by strong teams and talented players."
Admiral's presence was shaped when it was worn by prestigious English clubs and national teams, who left a strong impression on the country. "Teams that wear Admiral are strong and cool." We look forward to seeing the efforts of players wearing Admiral in order to make a new impression on Japanese soccer fans.
Yoshihiro Kuniyoshi
Born in Edogawa Ward, Tokyo. In 1983, he joined the editorial department of Soccer Magazine, which was then a monthly magazine, and worked as a reporter, covering the World Cup on-site. He served as deputy editor of Soccer Magazine and editor-in-chief of World Soccer Magazine, before leaving the company in 2013. He continues to work as a freelance soccer journalist.