Ian Mallon: The Spezial One – How adidas won Roy Keane’s endorsement

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

THE SPEZIAL ONE: Roy Keane working with Adidas.

Some years ago Roy Keane went to see The Specials playing in Manchester, and slunk in the shadows, watching from the back of the venue as the late, great Terry Hall did his thing up top.

Even though the two didn’t meet, the moment would go on to play a pivotal role in the creation of a modern cultural brand story, which this week transcended the business of sport, fashion and music.