Search results

Sociology of sport in the United Kingdom is as old as the subdiscipline itself but was uniquely shaped by the prominence of football hooliganism as a major social issue in the 1970s and 1980s. While it remains a somewhat niche activity, the field has been stimulated by the growing cultural centrality of sport in UK society. This quantitative and qualitative development has been recognized in recent governmental evaluations of research expertise. Current research reflects this expanded range of social stratification and social issues in sport both domestically and on a global level, while the legacy of hooligan research is evident in the continuing concentration on studies of association football. Historically, this empirical research has largely been underpinned by figurational, Marxist/neo-Marxist, or feminist sociological theories, but there is now a greater emphasis on theoretical synthesis and exploration. As a consequence of the expansion of the field, allied to its empirical and theoretical diversity, there is a burgeoning literature produced by UK sociologists of sport that spans entry-level textbooks, research monographs, and the editorship of a significant number of specialist journals. The chapter concludes by noting the future prospects of the sociology of sport in the United Kingdom in relation to teaching, research, and relations with other sport-related subdisciplines and the sociological mainstream.

In 1930s Britain, tennis champion Fred Perry was a household name. However, the name Fred Perry is more commonly associated with striped-collar polo shirts featuring a laurel wreath logo. In the late 1960s, Fred Perry polo shirts were standard mod and Skinhead dress. When worn by working-class youth the shirt became subversive commentary on English elitism because it had originally been designed for the tennis courts. Many punks also aligned with the brand in dual demonstration of association with working-class ethics as well as an alternative to t-shirts. In the 1980s and onward, this sartorial style was appropriated by right-wing white nationalists, which stripped it of its subcultural spirit. Patriot groups, such as neo-Nazis and the alt-right have continued to co-opt the subcultural style, simultaneously turning the Fred Perry polo into a symbol of racism and bigotry. The multi-use of the Fred Perry brand creates a challenge in how to interpret visual cues when one garment has competing perceptions that at times can be completely opposing. This study examines the history of the Fred Perry brand through the lens of symbolic interactionism, specifically how the shirt evolved from a rather innocuous, yet subversive, form of merchandize repurposed from the tennis world to youth subcultures where the polo communicated group identity. As the brand has moved through fashion cycles, the association of the Fred Perry polo with deviant groups has reduced the brand to representations of hate and separation, which has impacted sales and brand image with its intended consumers.