If you ever visit my office, you’ll be greeted by a crowd of tiny footballers frozen in mid-stride. These are Corinthian football figures – the big-headed, plastic, caricature miniatures that once filled the shelves of 1990s stores and the pursuits of football-mad kids like me.
For me, what began as a childhood hobby has evolved into something more meaningful. In my academic life, it is now a lens through which I explore how communities co-create value, preserve culture and sustain brand legacies long after the original companies disappear.
