If you watch any Premiership game these days, you'll see a torrent of players weraring orange boots. These are the Nike Mercurial Vapors, made most famous by Christiano Ronaldo, but now every star player seems to be wearing them - look at the photos below for examples.
What a great marketing idea - get every star player to wear bright orange boots so that anyone watching the games will be immediately attracted to the players wearing them and so want to buy them. This works even better if one of the players happens to be Ronaldo, one of the most in-form players at the moment.
The trend for luminous sportswear probably first came about when Barcelona released a luminous yellow away kit:
Perhaps that was why Ronaldo was so devastating for those years - the defenders where blinded by his kit, let alone his flashy skills...
Now, Chelsea uses the same colours:
Perhaps luminous colours are the colours of champions?
Apple had the same idea by changing the colour of electronics from black and grey to bright white - now any electric item made in white immediately conjours up associations of Apple and anyone seen wearing white headphones or working on a white laptop adds to Apple's brand.
The mobile phone network Orange also uses this idea - any time their colour of orange appears, it strengthens their brand by association.
But I guess a sportswear company wouldn't want a bad player wearing their bright orange boots or bright kit becuase of the negative connotations of being associated with a bad player, which is probably why Michael Owen isn't wearing them!
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