José Mourinho is returning to Real Madrid, and Ferragamo provides the fitting image: strict, classic – exactly as you know the “Special One”.
Ferragamo has brought José Mourinho in front of the camera for its “Legends, Reimagined” campaign – and the timing could hardly be better. The appearance suits a coach whose image in football is unmistakable.
Mourinho has been known as “The Special One” for more than 20 years. He gave himself the name, and it stayed because Mourinho understood early how much a coach can shape his impact through words, attitude and appearance. He rarely looked out of place on the big stage. His press conferences, his gestures and his look on the touchline became part of his brand.
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Ferragamo places Mourinho in a classic frame. At the center of the campaign is Tramezza, the brand’s men’s shoe line, with each pair made in more than 160 steps. It is about high-quality leather and craftsmanship, with a classic appearance around it. That suits Mourinho, because he has appeared in a similar way for years: serious, clear and self-assured.
Why Ferragamo suits José Mourinho right now
Ferragamo shows Mourinho exactly at the moment in which he is returning to Real Madrid. For football fans, that makes the campaign more interesting, because Mourinho will soon be working again at the place where many still remember him very clearly. Mourinho already coached the club from 2010 to 2013, in a period that is still strongly connected to him today. Back then, his way of being met a club that produces big images and knows big conflicts like few others. Now he returns to that place.
One small style question remains. Louis Vuitton acts as Real Madrid’s official fashion partner, while Mourinho is a campaign face for Ferragamo at the same time. When Mourinho is back on the touchline at the Bernabéu, people will look a little closer to see whether his appearance follows the club’s look or whether Ferragamo remains visible as part of his personal image.
