Oxford United have issued an apology after launching a new clothing range that inadvertently referenced the tragedy of September 11. The League One club introduced their “Campus Collection” on September 11, 2023, coinciding with the 25th anniversary of the attacks that killed nearly 3,000 people. However, the collection was removed from sale just two hours after its launch due to the inclusion of the slogan “United 93” on the apparel.
Apology and Context
The club acknowledged their mistake in a statement, admitting a lack of understanding regarding the historical context and associations tied to the branding. They expressed their sincere apologies for any offense caused by the oversight.
“"The range was released without understanding of the historical context and associations. It should not have reached the point of sale and we take full responsibility for not undertaking proper due diligence," the club stated.
The “Campus Collection” was initially marketed as inspired by the style and culture of American sports. However, the phrase “United 93” refers to one of the four domestic passenger jets hijacked by al-Qaida terrorists on September 11, 2001. Passengers on United 93 attempted to regain control of the aircraft, which ultimately crashed into a field, killing all 44 people on board.
