SIKANKU: Re-branding Ghana’s World Cup jersey: Kente or kokonte ne nkatenkwan?

This summer, Ghana will make her second appearance at the FIFA World Cup in South Africa. While most discussions will be about soccer skills, and understandably so, this event presents a rare branding opportunity for the country. The jury is still out on whether or not we’re likely to win the coveted cup but lately I’ve been thinking about other ways Ghana can make the most of this golden opportunity.

Why has a country with such a rich cultural tradition been so mediocre when it comes to our national jerseys?

Year after year we experiment and toss out an array of kits which are hardly unique. The all- white jersey is just too common at both club and national levels-so much so that it smacks of a lack of imagination by the GFA. The all-gold jersey had a tinge of identity but there was always something colonial about it. It reminds me of our colonial name, the Gold Coast. Then, there’s the recently adopted all-red which is simply unbearable to watch. There’s just nothing Ghanaian about it.

At the risk of belaboring the point, soccer is more than just a game. Those who know more about branding than I do say sporting events have always been a gold mine for image building. And, national jerseys have always evoked some level of passion among supporters.

If so, why have we been reluctant to adopt the Kente design as our preferred brand for the national kit? I’m sure this argument has been made somewhere before, but I’m not sure where and what became of it.

Admittedly, Kente is Ghana’s de facto national cloth. Presidents wear it during important events such as inauguration day. For Ghanaians abroad, one of the highlights of their sojourn is the day they’re able to wear any Ghanaian clothing, particularly the Kente to (say) an African Association night or a Ghanaian association event. In short, there’s not a more authoritatively Ghanaian clothing brand than the rich Kente fabric.

However, if Kente is deemed to be ethnically restrictive and not nationally representative, there’s my personal favorite: the light brown top and deep brown shorts from our primary school days. I’m talking about the famous and affectionately christened kokonte ne abenkwan. Label me a sentimental wreck, but whenever I see that uniform I get goose bumps. I really don’t know why, but there’s some spirit and great nostalgia to that attire. Exactly what we need in a national jersey: emotion, subtlety and passion.

Let no one be mistaken about the domino effects from both designs. Kente is culturally rich and will spark of a snow-ball effect in terms of tourism and merchandising. Those talented folks at Bonwire have perfected a skill that doesn’t exist anywhere else in the world.

The kokonte ne nkatekwan has so much history and memory that it will fuel a mixed sense of urgency, ambition and sacrifice among both players and supporters; just like it did in the primary school days of yesteryear.

Ghana may not win the World Cup but with some creativity we can still score big.