The emergence of Keane as the face of the adidas archive sports clothing range, Spezial, has been a revelation for curator Gary Aspden’s Manchester music and football-fused label.

The presence of the former firebrand as a more contemplative and reflective, now middle-aged man, sets the central narrative for a stunning 2 minute 45 second Nick Griffiths short film, and raises this venture above a mere commercial enterprise.

It’s as remarkable for the stunning photography and imagery of Keane and dog Jet rambling around England’s Lake District, as it is for the ease in which the subject contemplates, through a deliberately unscripted stream of consciousness, his place in life now.

“This is the happiest I’ve ever been - I actually have a lot of contentment in my life… that can go sometimes, but generally speaking, yeah, I’m pretty contented,” he reveals.

Perhaps more remarkable is the imagery of Keane posing, but not preening, in a small number of the 20+ pieces available from the Spezial Autumn/Winter 2023 range.

It demonstrates a comfort in revealing something we’ve never seen before, and an ease in which he feels free, outside of the shackles of contractual obligation, to explore his own commercial endorsement value.

“Roy was my first choice,” reveals Aspden, curator of the label, now in its ninth year.

“We had worked with Stephen Graham (This Is England, Boiling Point) on the previous season, who is a very hard act to follow, so I was puzzling over who we should approach.” 

That choice was inspired by a unique set of circumstances.

“A couple of months after Terry Hall (The Specials) sadly passed away, his family had asked if I would do 'Great Lives' about Terry on BBC Radio 4, as we were friends.

“Shane who looked after Terry's PR for many years, who was also a good friend of his, was messaging me about it on WhatsApp, and his profile pic was a guy with his hood up.

“I thought it was a Hollywood actor as he looked suntanned, but on closer inspection, it turned out that the picture was of Roy Keane (Shane like Terry supports United).

“It felt a bit leftfield as Roy is not known for doing anything like this but I felt that could be the beauty of it.

“It's almost the antithesis of what people would expect Roy to do, but when you see it, I like to think it makes perfect sense.”

While Keane has done endorsements in his later years, they largely consisted of club and country obligations when he was in management, as well as other contractually linked activations for Sky.

There was always going to be a chance that he would say no – he has turned down perhaps hundreds of lucrative commercial offers throughout his career.

However, Keane’s association with adidas goes back to his boots deal as a player, and with a more recent tie-in with the brand and a reunification of sorts with Manchester United for its ‘third jersey’ launch in August.

“I called my long-time collaborator Nick Griffiths (who directs all the adidas Spezial films) and said I want to approach Roy Keane about being in our next film,” continues Aspiden.

“Nick was immediately enthusiastic (he is a Gooner but is a fan of Roy).

“(He) said it would be brilliant if we could get him to do it but wasn't holding his breath as Roy rarely endorses anything, (but) we knew immediately that it felt right.

It was then that the Terry Hall influence played its part.

“I told Roy the story of how I had the idea to approach him and it turned out that Roy is a fan of The Specials and had been to see them in Manchester (where he) stood at the back of the hall - I know Terry would have loved that.” 

Keane in many ways is the perfect icon for the Spezial brand, which has deep roots cultural roots with football fans across the northeast of England.

In Liverpool, the Samba shoe, which Keane sports in his new promotion, has deep connections at Anfield, where supporters present the ‘Golden Samba’ to their player of the year at the end of each season, a glorious (albeit spray painted) gold adidas icon.

Even the connection between the Spezial logo has developed organically through football fans, helping give it a less corporate feel, and one which resonates more authentically with the more erudite supporter.

Some years back Aspden spotted that a group of Liverpool supporters had put a red and white version of the logo on a banner, which he in-turn promoted on Instagram, further adding to the evolution of a brand for fashion conscious, culturally aware individuals.

Such authenticity has been elevated further through links with Liam and Noel Gallagher, New Order and others across the north-eastern music scene.

For this campaign, it helped that Gary Aspden knew that Keane was also an admirer of the label, perhaps the most important and most pivotal piece in forming the partnership.

“We knew he was aware of the adidas Spezial range as he has worn it on occasion in the past (and) it turned out that Roy really liked the film that we did for the previous season in Iceland with Stephen Graham,” continues Aspden.

“So when he agreed to do this we were made up - my team Blackburn Rovers may have failed in signing Roy but Spezial didn't.” 

So what else did the great designer discover about his most compelling and enchanting subject?

“Roy is a decent man who has real presence. He is uncompromising and honest - a voice of truth if you will,” he explains.

“And he genuinely liked all the stuff we asked him to wear for the shoot.

“We opted to just shoot a couple of outfits as we wanted the film to feel relaxed and natural and Roy was clear with us ahead of shooting that he was not going to act or follow any scripted words.

“This suited us - Nick Griffiths always talks about seeking truth in the films we make.” 

And let’s not forget, part of that truth is that this will be a highly valuable partnership for both Keane and adidas – but the magic of the treatment and imagination achieved by Griffiths and Aspden, as well as the performance by the lead, make you forget that.

Ambassador team unveiled for Paris 2024 

The biggest multi-athlete sponsorship launch, outside of team sports, took place with the announcement of a dream team of sportsmen and women as the front of Team Ireland’s 2024 Olympic bid.

Commercial partner PTSB announced 11 ambassadors in total, including three Olympic champions in its unveiling of stars ahead of the Paris Olympic and Paralympic games.

Included are Olympic gold medal winners – Kellie Harrington, Paul O’Donovan and Fintan McCarthy, as well as silver medallist para-athlete Nicole Turner, along with double World Champion gymnast Rhys McClenaghan.

CEO of PTSB Eamonn Crowley said: “As proud title sponsor of Team Ireland for both the Olympic and Paralympic Games, we are delighted to announce our support of these 11 world-class athletes today and officially welcome them to PTSB as our new brand ambassadors.

“The sporting excellence demonstrated by each of them is an example of how drive, determination and resilience can achieve great heights.

“We are honoured to be able to champion these exceptional individuals, as well as the whole of Team Ireland, as they get set to represent the country on the world stage in Paris next summer.” 

Paralympic Swimmer, Nicole Turner said: “The Paris Games are not a home Games, but they are close to home. Knowing the support we will have from PTSB, as well as from our families and friends, is incredible and I can’t wait to put on a good show and perform at my best next summer.’ 

Also commenting on the announcement, PTSB Ambassador, Olympian and World Champion Rhys McClenaghan added that the sponsorship enabled him and his fellow athletes “to concentrate on delivering our best performances at Paris 2024”.