Atletico Madrid’s coach Diego Simeone was fined for improper conduct in last month’s Champions League match against Italy’s Juventus. After winning the first leg 2-0, the Argentine celebrated by turning towards the Italian fans and grabbing his crotch. That came back to bite him again this week after Juventus won 3-0 at home to secure an aggregate victory. Juventus star player Cristiano Ronaldo, who scored a hat-trick, then goaded Atletico fans by imitating the ‘cajones’ celebration.
Also celebrating was Chinese menswear firm Qi Pai, which means ‘Brand Seven’ in Mandarin, because it announced this week the signing of the Portuguese superstar as a brand ambassador.
Ronaldo’s controversial ‘crotch’ celebration has a strange connection with the Chinese brand he is going to represent and his own clothing line CR7. As we reported before about Samsung’s Note 7 launch (see WiC343) and Apple’s “This is 7” slogan (see WiC340) – the word ‘seven’ has a slang connotation in Cantonese as the male sex organ. Hence Ronaldo’s deal with Brand Seven has been widely mocked by Cantonese speakers on social media. “CR7 is so ‘seven’,” was one of the most-liked comments. “I won’t buy Brand Seven’s suits but does it sell underwear? I may want to try one because of CR7” was another.
Brand Seven was established in 1979, growing into one of the top 10 menswear labels in China with more than 3,500 outlets across the country. It does not have any shops in Hong Kong, likely because of its brand’s unfortunate Cantonese translation.
© ChinTell Ltd. All rights reserved.
Sponsored by HSBC.
The Week in China website and the weekly magazine publications are owned and maintained by ChinTell Limited, Hong Kong. Neither HSBC nor any member of the HSBC group of companies ("HSBC") endorses the contents and/or is involved in selecting, creating or editing the contents of the Week in China website or the Week in China magazine. The views expressed in these publications are solely the views of ChinTell Limited and do not necessarily reflect the views or investment ideas of HSBC. No responsibility will therefore be assumed by HSBC for the contents of these publications or for the errors or omissions therein.