Manchester-based Ear to the Ground has contributed insight and inspiration to New Balance’s new 22/23 season kit for AS Roma.
During the design process the agency provided its fan intelligence expertise to help New Balance Football add an element of emotional commitment from fans to the new strip.
Ear to the Ground brought together fans from the 95-year-old club to offer their insights, and discovered a preference for the phrase “Figli di Roma” – or “children of Rome” – over famous alternatives like “Daje Roma” and “Grazie Roma”.
Respondents said that “Figli di Roma” helped them feel part of the club and family, leading to New Balance to add it directly onto the neck of the new AS Roma shirt.
