Football fans are irrational - every season brings fresh hopes, joy, despair and laughter, whether you support a big or small club.
This campaign keyed into a vital part of the real fan's make-up - the capacity for irony and irreverence. The PR team added a funky edge to the brand by selecting aspirational ambassadors to attract the core audience. Victoria Beckham, though, was an obvious choice. Natalie Pires or Soccer AM's Helen Chamberlain would have created more coverage.
Underpinning the PR with Euro 2004 made sense: its cross-party appeal united fans and, critically, pulled in the female fans who are swayed more by country than club.
The brand benefited from the comprehensive targeting of clubs and the trade. The conversion rate is impressive and getting all the groundwork right before the consumer coverage broke was strategically spot on.
Another approach could be to create a community of footie chicks - the real Bend it Like Beckhams.
The company is also developing a training range, so embedding the brand among sporty females would make sense. The challenge is to balance the fashion and footy credentials.
The PR team got it right but further campaigns need to be less defensive efficiency and more creative flair.