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The idea of adding football culture into pokemon as an aesthetic for gyms was very creative, refreshing and ripe with potential.
The villain's intend sounded nice although he was executed poorly.
We could have had Rose be like that villain from Inazuma Eleven's season 1 where funded science projects to create the ultimate football players and nicknamed all its players after Greek deities.
After the season ended he was taken away by the police but the car crashed down a mountain and the drivers presumably dead and the madman escaped now recreating the first football team he ever coached.
This could have played out similiar in the games. Perhaps even add a world tournament like FIFA world cup where we see old faces appear and even have characters and teams based on the most popular football teams like Spain, Brazil, Italy etc.
Rose could have been more interesting.
Let us say GameFreak releases improved versions of SS and they were aware of the time crunch, they could have thought in advance and pick up on Rose's arc in the next games.
Or have another character who creates scandals within the pokemon league.
You know something that actually makes the gym challenge feel more alive but they again let this amazing idea rot away like so many others.