This advert for the “Foot objectif” replicawear shop gives a wonderful insight into kit design and the replica kit market - certainly in France - in 1979.
The first observation must surely be that production seems to be targeted towards children - making that tantalisingly out-of-shot order form even more redundant to most of us - and it is also seemingly a word dominated by adidas and Le Coq Sportif. Radio stations also enjoy heavy representation, with AS Monaco so fittingly carrying the initialism of Radio Monte Carlo (RMC).
The Olympique de Marseille, Nantes and Paris Saint-Germain shirts adeptly walk the tightrope between the 70s-styled and the timeless, and there were shorts in a range of colourways to accessorise. But the true highlight is a toss-up between the oversized “JVC HI-FI TV” sponsor on the Nice design - calm that green-eyed monster, Arsenal fans - and the Messi/Cristiano Ronaldo/Neymar/Mbappe-foreshadowing Michel Platini-specific Le Coq Sportif AS Nancy items. The latter had mildly tragic timing, as Platini was about to decamp to St-Etienne!
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