Oxford United apologise for launching ‘United 93’ clothing range around 9/11 anniversary
Oxford United Football Club apologized and withdrew a clothing line after it featured the branding 'United 93', which inadvertently referenced the 9/11 terrorist attack. The club stated the branding was intended to honor their 1893 founding date but failed to account for the historical sensitivity of the phrase.
Why it matters
It serves as a case study in corporate brand management and the importance of cultural sensitivity in product design.
The club published an apology that admitted to a lack of understanding of ‘the historical context and associations’ related to the branding. Photograph: Oxford United The club published an apology that admitted to a lack of understanding of ‘the historical context and associations’ related to the branding. Photograph: Oxford United Oxford United Oxford United apologise for launching ‘United 93’ clothing range around 9/11 anniversary ‘Campus Collection’ aimed to mark 1893 club founding
Range pulled from website two hours after launch
Prefer the Guardian on Google Oxford United have abandoned a new range of American style-sportswear after it inadvertently referenced the tragedy of September 11.
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