In response to the racist abuse some of England’s players received at the end of Euro 2021, Show Racism the Red Card (SRtRC), a charity which aims to fight racism in our society, and McCann London have teamed up to create ‘Fabric of England.’ An initiative celebrating the rich diversity and cultural tapestry of the England football team that aims to educate people and start a conversation about immigration within the UK. Immigration has shaped the modern game of football and without it it is no exaggeration to say that the England team would not be what it is today.
Of the 39 who helped England qualify for the World Cup, almost all have a history of migration. Using this insight, the centerpiece of the project is a specially designed football shirt that showcases the many nations that make up the rich cultural tapestry of the England squad. The shirt resembles a ‘patchwork quilt’ design, created from the England shirt and 13 other national football team shirts.
Nations featured include the Republic of Ireland, Jamaica, Nigeria, Scotland, Northern Ireland, USA, Canada, Barbados, Trinidad & Tobago, Guyana, St Kitts & Nevis, St Vincent and the Grenadines and New Zealand.
It is well documented that Raheem Sterling and Kyle Walker are descendants of the Windrush generation, but there are also lesser-known stories of players such as Ben Chilwell, whose families hailed from New Zealand, and Fikayo Tomori, who was born in Canada to parents Nigerians. Another part of the England contingent, including Declan Rice, Jack Grealish and England talisman Harry Kane, whose family roots come from Ireland. Each with a unique story to share.
England fans of multiple/dual heritage were flown in from across the country to model the shirt and share their personal stories, such as Sonia from Shoreditch, who has an Italian and Iranian heritage. She said: “I lived in London for three years and what makes it so vibrant is its diversity – it doesn’t matter what your heritage or background is, when it comes to the World Cup it feels like the whole nation comes together together. as one”.
A limited series of shirts will be used as an educational tool by SRtRC as they go into schools to talk to children. The campaign spans across SRtRC’s social channels and hopes to support their aims to eradicate racism within professional and grassroots football.
There are a number of ways you can get involved with Show Racism the Red Card. Visit their site here to learn more.
Shaka Hislop, honorary president and co-founder of Show Racism the Red Card said: “The World Cup is much more than crowning a champion. It’s about the world coming together to honor the beautiful game and what it means to each of us. It is a celebration of our differences – countries, languages and culture. And also a celebration of similarities—joy, expression, and shared hope. The World Cup, every four years, shows us that we witness the best of us only when we protect our differences side by side with our similarities.”
Paul Kearns, deputy chief executive at Show Racism the Red Card, said: “This is an important project to celebrate what makes England, England. The shirt spreads a positive message of diversity and inclusion and opens people’s eyes to the rich heritage of the England team. We hope it inspires the whole country to get behind England to bring it home.”
As an activist, the BBC’s first LGBTQIA+ correspondent and investigative reporter on race and inequality around the world, Show Racism The Red Card is proud to be supported by Ben Hunte at Fabric of England. As part of a longer foreword that can be found on the Fabric of England website and in the press kit, Ben Hunte, host, speaker and senior reporter for VICE News said: “For centuries, people have turned to sport to understand the world. When I arrived in Malaysia for four years of university, it was football that could immediately connect me with other international students, teachers and enthusiastic taxi drivers. With a single television showing a green field, a ball and an energetic crowd, some of the deepest cultural lines were crossed.
And that’s what drew me to the Fabric of England project. It’s a patchwork soccer shirt that has shirts from different nations stitched together. The shirt represents the rich heritage of the England team, showing where the players’ cultural roots have been nurtured. With all of England united behind this team with links to Ireland, Jamaica, Nigeria and even New Zealand – and with every Englishman feeling a sense of belonging watching these sporting legends do their thing – of course the team itself sums it up Which means. to be english, right?
Rob Doubal and Laurence Thomson, Chief Creative Officers at McCann UK said: “Launching the England away shirt in collaboration with Show Racism the Red Card is a proud moment for us – we’ve been working on this project since the Euro final in passed. , when some of the squad were subjected to completely unfair and disgusting racist abuse. We hope this idea will positively highlight the intersection of national identity, culture and football in general.”
Agency / Creative
Company name: McCann London
Chief Executive Officer: Polly McMorow
Creative Chief: Laurence Thomson
Creative Chief: Rob Doubal
Head of Strategy: Theo Izzard-Brown
Creative Director: William Cottam
Creative Director: James Crosby
Business Director: Tom Oliver
Strategy Director: Jonathan Bender
Strategist: Alex Passingham
Designer: Lisa Carrana
Designer: Max Henderson
Project Manager: Nishita Upadhyay
Project Manager: Hannah Graff
