The ads for the brand show men’s bodies intertwined as if wrestling, and muscular men in sports socks and underwear. “Brands today are focused on new patterns, designs and materials,” explains Ramos, who wants instead to create a kind of modern vintage look for On Tracks.
Álvaro Ramos is the founder of On Tracks, a brand of underwear and sportswear with an aesthetic that combines homoeroticism and nostalgia: cotton t-shirts and briefs in solid colors, wrestling jumpsuits, ribbed boxer and crop top sets. In the three decades that have passed since Simpson penned his article on sporno, what was previously an implicit allusion in sports advertising is today an explicit reference. Sportsmen on this side of the Atlantic are increasingly openly acknowledging and flirting with their gay fans,” wrote Simpson in 2006 in Out magazine, mentioning David Beckham and Freddie Ljungberg: ripped, handsome men on the playing field had become unadulterated objects of lust. Journalist Mark Simpson christened it sporno, a mix between sport and porn.
