Ep 183: What Happens to Football Brands When the World Cup Ends with Nico Willson, Co-Founder of Futsol

On this episode, I sit down with Nico Willson, co-founder of Futsol, to talk about what happens when you look at the world's most popular sport and decide the brands serving it are getting it completely wrong.Futsol started from a simple observation: every other sport - cycling, running, boxing - had developed a culture and community around it that people actually wanted to belong to. Football hadn't. Nico and his co-founders set out to build the brand that changed that. We get into how they avoided the trap of competing with Nike and Adidas on performance, why the vast majority of their customers wear Futsol to watch football rather than play it, and how jersey culture - once their hero product - has now been taken over by every brand from Gap to Palace, forcing them to think about what comes next.We also talk about the World Cup moment: how a small independent brand navigates a global tournament without getting drowned out, why they went evergreen instead of chasing the flash, and the Bloomsbury charity partnership and City Guides zine they built around it instead.On AI, Nico draws a clear line - operationally yes, creatively no. For a brand built on sun-faded fabrics, block printing, and tactile craft, the question of where AI belongs is anything but abstract.Enjoy the show.