Scottish football, known for its short passing game, has roots deeply embedded in the minersâ culture of unity. Richardâs invitation to Celtic was aimed at allowing Manchester City to experience this cohesive Scottish style of football.
However, as August approached, Richard was forced to cancel the friendlies against Monaco and Deportivo La Coruña. Results from the teamâs training sessions showed that the players were simply too worn outâespecially the non-English ones.
Aside from a few who had participated in Scotlandâs summer fixtures, most of the squad had just returned from the Copa AmĂ©rica, leaving no time for proper rest. Richard realized he had failed to account for the fact that, this year, Brazil would dominate the Copa AmĂ©ricaâand go on to win the tournament.
Brazil emerged as champions, becoming the first team to hold both the Copa América and the World Cup at the same time.
The moment the Copa AmĂ©rica concluded, Richard was already notified that the coaching staff and other players had begun preparing to welcome back the returning squadâespecially Ronaldo, who had proven himself to be one of the most lethal strikers in the tournament.
5 goals!
Just one behind Luis HernĂĄndez of Mexico.
Soon, the first van had already come toward Maine Road, but it wasnât Ronaldo.
"Welcome back!" OâNeill grinned as he threw his arms around Javier Zanettiâthe first of Manchester Cityâs South American contingent to arrive back at Maine Road.
The Argentine full-back, still wearing his club tracksuit and a pair of dark sunglasses, returned the embrace with a quiet nod and a tired smile.
Though Argentina hadnât lifted the trophy, their performance in the 1997 Copa AmĂ©rica was nothing short of commendable. Managed by Daniel Passarella, the Albiceleste had fielded a squad brimming with talentâClaudio LĂłpez, Gallardo, Batistuta, and of course, Zanettiâwho had quietly become one of the tournamentâs most reliable defensive presences.
But their run came to an abrupt halt in the quarter-finals, where they fell to a relentless Peruvian side with a score of 1â2. The disappointment was palpable, but the teamâs overall display had earned widespread respect.
Just then, a van pulled up in front of Maine Road, and the door slid open. Ronaldoâthe tournamentâs second-highest scorerâhad finally arrived, stepping down into the grey drizzle of Manchester.
Unlike Zanetti, who had returned in full Manchester City tracksuit, Ronaldo wasnât dressed like a footballer at all.
He stepped out in a tailored Armani trench coat, sleek black slacks, and polished leather shoes that clearly werenât designed for soggy northern pavement. A dark turtleneck clung to his frameâunderstated, but unmistakably expensive. He looked less like he was arriving for preseason and more like he was stepping onto a Milan runway.
A few academy staff broke into polite applause. Even the groundskeepers peeked out from behind the tunnel, eager to catch a glimpse of the man who had lit up the summer.
Richard stepped forward, grinning as he extended his hand.
"Good job."
Ronaldo took it with a firm shake, his eyes flicking up to the overcast sky. "Cold."
"Youâll get used to it. Is that why youâre already wearing your Armani coat?"
Usually, to sponsor a football player, a company or individual enters into a sponsorship agreement with the player or their representative, offering financial or in-kind support in exchange for brand exposure and promotional benefits. This could involve shirt sponsorship, digital integration, or even in-stadium advertising, depending on the terms.
Itâs essentially an exchange between a brand (the sponsor) and a sports entity (the player, team, or club). In Richard and Armaniâs case, the deal was a form of product placement: providing players with branded clothing, equipment, or gear to wear publicly.
Ronaldoâs side of the deal was represented by his family, while Manchester Cityâthrough Richardâoversaw and facilitated the arrangement.
Ronaldo chuckledâa deep, easy laugh. "I just hope the training kit looks better than last yearâs."
Richard smirked. "Youâll be the one making it look good."
He turned to the staff, raising his voice. "And someone get this man an umbrella! This is no way to treat the champion!"
That broke the last of the stiffness. Laughter rippled through the groupâcoaches, staff, even a few players who had lingered to see the arrival. The mood lifted, and just like that, Ronaldo was home.
One by one, the group began moving inside, the rhythm of preseason settling back into motionânow with a little more swagger.
CLAP!
The sharp sound echoed through the tunnel just as the players were making their way toward the dressing room. Richard had clapped his hands together, drawing everyoneâs attention.
"Wait a minute, guys," he called out.
The players slowed to a stop, glancing at one another, confused. No one knew what was going onâexcept for a few who had already been in on the secret: OâNeill, Mourinho, and a couple of senior staff members who simply leaned back against the wall, smiling knowingly.
Moments later, a group of staff emerged from the corridor, each one carrying large cardboard boxes. The playersâ curiosity instantly spiked.
The boxes were carefully set down in a neat row, and Richard stepped forward, hands behind his back.
"Gentlemen," he began, eyes scanning the group. "Some of youâve just returned from one of the most demanding international tournaments in the world. Some of you brought home medals. All of you brought pride."
He nodded toward the boxes.
"As we head into the new season, you all know this wonât be just another domestic campaign. Youâll be facing clubs from Spain, Germany, Italy, Holland. Famous stadiums, hostile crowds, different styles of play. It wonât be easy. The pace is different. The pressure is heavier. And the eyes watching you? Theyâre more unforgiving."
He paused.
"But thatâs exactly where this club belongs."
A few nods. A stir among the players.
"So... new season, new gear."
The staff opened the boxesâand there they were: brand new, customized football boots for each player. One by one, the players came forward, collecting their boots like kids on Christmas morning.
Sleek, modern designsâeach pair of boots laid out neatly, bearing the playerâs initials or squad number. Some featured subtle detailing in national colors. Others had personal touches stitched near the heel: mottos, birth years, even symbols.
As the players picked them up, admiring the craftsmanship, someone finally noticed the branding.
"...Wait, what brand is this?"
The boots looked familiar in shape and structure, but the three-striped mark? None of them had seen that symbol before.
Curious murmurs spread across the room.
Richard watched their reactions, a grin playing at the corner of his mouth.
"I introduce you to the Adidas Predator!"
He held up a pair for all to see.
"A groundbreaking innovationânotice the ridged toe box? Thatâs designed to enhance ball control, especially when striking or spinning the ball. Next season, this is what youâll be wearing."
Though the â90s were known for their distinctive fashion, the decade also marked a turning point in technological advancement. From Adidasâs iconic teal and white EQT Volunteer Jacketâwhich signaled a new era for the brandâto the recent launch of the Adidas Predator, it was a time of bold innovation and progress.
After Richard took over Adidas, the company went low-profile for a whileâbut that didnât mean they werenât doing anything. In fact, Adidas underwent significant changes in ownership, branding, and product development behind the scenes.
His plan was simple: start with Manchester City.
With world-class athletes joining the Adidas family and new apparel and footwear designs in the pipeline, Richard had major plans in store for the company.
Of course, he didnât know everything. Even as the true owner of the apparel company, Richard understood that foresight had its limits. His advantage wasnât omniscienceâit was alignment. His role was to ensure that Adidasâs trajectory still followed the future he remembered.
What he could do now was sort and curateâfiltering through every idea, every proposal, every prototype. He wasnât there to micromanage or reinvent the wheel. He was there to quietly steer the ship away from concepts that would flop, and toward the innovations that history had already proven successful.
A failed design? Canceled.
A delayed release? Brought forward.
A sponsorship that would backfire? Cut before it began.
He wasnât rewriting the futureâjust making sure Adidas didnât forget its part in it.
For example, the current redesign of the iconic Three Stripes mark.
It seemed like a small, cosmetic changeâjust a slight adjustment to the angle, a modernized spacing, a minimalistic rework. But to Richard, it was a signal flare.
Initially, some designers proposed ideas like the Trefoil, the mountain-shaped Performance logo, and the linear wordmarkâbut Richard rejected them. Instead, he approved the Three Stripes logo designed by Creative Director Peter Moore.
"Adidas?"
Every player who heard the name did a double take, clearly caught off guard.
Only then did it begin to click.
Wait a second... only then did they realizeâtheir big boss was the owner of Adidas.
How enviable.