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Football and Fashion collaborations have always had a relationship with style. We have seen over the years iconic football kits and other apparel worn by football fans in and out of stadiums across the world. This has been a critical revenue stream for clubs of all sizes worldwide and shirt sponsors have paid big bucks for their brand logos to be not only emblazoned on the front of the jerseys but on shirt sleeves, training gear, polo shirts and wherever they can get their brand placed in associated with club attire.
This marketing has evolved over the last few years with the fashion world extending brand collaborations with football clubs in ever-increasing creative ways and methods. In this article, will take a look at the world of Football and Fashion collaborations linking up with streetwear and how it has in the last 5 years, transformed the style of football and how football is enhancing streetwear culture
PSG X Jordan – 2018
The collaboration between Paris Saint-Germain (PSG), the French professional football club, and Jordan Brand, a subsidiary of Nike, has resulted in a series of high-profile and highly sought-after collaborative products. The collaboration was first announced in 2018, marking a unique partnership between a football club and a basketball-inspired brand and has to go down as the most successful example of Football and Fashion collaborations.
The collaboration introduced the iconic Jumpman logo of Jordan Brand alongside the Paris Saint-Germain emblem. This created a distinctive and stylish fusion of basketball and football elements, which had never been done before. Fans of PSG and Fans of the Jordan brand had a new exclusive range to complement their existing collection.
Many items released as part of this collaboration are limited edition, contributing to their exclusivity and desirability among fans and collectors.One of the highlights of the collaboration is the special edition football kits produced by Jordan Brand for PSG. These kits feature the Jumpman logo and unique design elements that set them apart from traditional football jerseys.
The collaboration has included home, away, and third kits with the signature PSG and Jordan co-branding. Beyond football kits, the collaboration extended to a range of co-branded apparel and accessories. Fans could purchase PSG x Jordan Brand hoodies, jackets, T-shirts, and more, all featuring the distinctive collaboration logo.
The collaboration also ventured into the world of footwear. Limited edition sneakers, including versions of the Air Jordan 1 and Air Jordan 5 with PSG branding, were released as part of the collaboration. These sneakers often became highly coveted items in the sneaker and football fashion communities.
The launch of the collaboration was accompanied by high-profile events and marketing campaigns featuring PSG players and Jordan Brand ambassadors. These events helped build anticipation and excitement among fans in Paris and around the world.
The collaboration goes beyond sports merchandise and delves into lifestyle and streetwear. PSG x Jordan Brand items have become popular not only among football enthusiasts but also within the broader streetwear and fashion communities.
The PSG x Jordan Brand collaboration has continued with new releases and updates, maintaining its relevance and impact over subsequent seasons. The collaboration signifies the increasing convergence of sports and fashion cultures. It represents a shift in how football clubs engage with global audiences, embracing lifestyle elements beyond the pitch.
Juventus X Palace – 2019
Juventus, as one of the giants in world football, underwent a transformative collaboration with the London skate label Palace, altering not only their apparel but also their global perception. Often hailed as the ‘Old Lady of Turin,’ Juventus, despite its football prominence, hadn’t attained the brand status of some international sports juggernauts like the New York Yankees, LA Lakers, or football counterparts Real Madrid. Palace, with its distinct touch, played a pivotal role in elevating Juventus to a new echelon, fashioning a narrative that resonated with a broader and more diverse audience.
In the ambitious venture, Palace reimagined Juventus’ iconic black and white stripes, infusing subtle yet striking touches into Adidas apparel. This collaboration extended beyond jerseys to encompass a diverse array of training jerseys, tracksuits, pullovers, and accessories. A highlight of this partnership was the introduction of a special-edition kit, drawing inspiration from classic Juventus releases.
Kept meticulously under wraps until the eleventh hour, the fourth kit made its debut when players shed their all-white training jackets just before kick-off—a spectacle that added an element of surprise to the collaboration, raising the bar for Football and Fashion collaborations to be met in the future.
The jersey revealed neon green accents on the Juventus badge, mismatched sleeves, names, numbers, and the distinctive Palace x Adidas crest on the right chest. The signature black and white stripes, rendered in a captivating gradient, seamlessly extended to matching shorts and socks.
The global launch of the kit mimicked the social media hype characteristic of exclusive streetwear drops. Juventus strategically teased their Instagram followers with shots of players arriving for the Genoa match adorned in the new training gear. This groundbreaking collaboration not only altered the perception of Juventus as a brand but also set a new standard for the intersection of sports and streetwear culture.
Ajax X Daily Paper – 2022
In the recent times of football fashion history, the collaborations between Ajax Football Club and the Amsterdam-based fashion powerhouse, Daily Paper, stand out as shining examples of style meets sport displaying the very best in the field of Football and Fashion collaborations. These collaborations, which captured the attention of football fashionistas worldwide, marked a significant milestone for Daily Paper, coinciding with its 10-year anniversary in 2022.
The brand, born out of a personal blog in 2008 by friends Jefferson Osei, Abderrahmane Trabsini, and Hussein Suleiman, rapidly evolved into a global cult brand after venturing into producing its own merchandise in 2012.
The first noteworthy collaboration in partnership with Adidas saw Daily Paper taking the reins in designing Ajax’s third kit for the 2022/23 football season. Ajax’s third kit from the previous season – the Bob Marley ‘Three Little Birds’ collaboration was Ajax’s best-selling kit ever, so Daily Paper had to come up with something equally appealing.
The result was nothing short of spectacular — a gold kit adorned with striking red accents that swiftly earned its place among the standout kits of recent memory. The golden jersey featured bold red and black vertical bars, complemented by white Ajax crests and sponsor logos, a visual ode to the colours of the city’s flag. Notably, it paid homage to the iconic Ajax home jersey with its vertical red bar, creating a harmonious blend of tradition and contemporary flair.
Buoyed by the success of their initial venture, the trio returned with an even more ambitious sequel — a full pre-match collection inspired by East African beadwork, celebrating the rich tapestry of cultures and communities in Amsterdam.
Launched on September 7th, 2022, the collection comprised a men’s and women’s version of the pre-match jersey, a warm top, an anthem jacket, a track jacket, track pants, and a hooded sweatshirt.
The collection seamlessly translated traditional beadwork into a vibrant graphic print, featuring shades of red, green, and black that adorned short and long-sleeve pre-match jerseys. The same print offered a captivating contrast to the warm-up tracksuits, showcasing Daily Paper’s commitment to blending cultural influences with contemporary fashion.
Once again, Daily Paper showcased a profound understanding of its roots, seamlessly intertwining its connection to Amsterdam and African heritage to deliver an authentic representation of the people who stand behind and follow the brand.
The collaboration between Ajax, Adidas, and Daily Paper not only celebrated the world of football but also embraced multiculturalism in Amsterdam — a city renowned globally for its diverse population and inclusive spirit. In these collaborations, football wasn’t just a sport; it became a canvas for cultural celebration and sartorial innovation, a testament to the power of fashion in telling stories beyond the pitch.
AC Milan X Off-White – 2022
AC Milan and Off-White‘s collaboration, launched on October 5th, 2022, emerges as a groundbreaking fusion of football and fashion, pushing the boundaries of pre-match attire. The Uniforms collection, designed for both men’s and women‘s teams, seamlessly intertwines Milanese sophistication with the edgy essence of streetwear culture, imprinting Off-White’s signature codes into every detail.
The formal uniform introduces a double-breasted jacket that marries classic elegance with sporty elements. The back reveals two vertical tonal stripes and a player’s number, while the suit-style pants make a statement with split cuffs and a tag on the left leg featuring Off-White’s trademark satire and a “Uniform” quote.
Off-White’s distinctive signatures extend to base layers, offering long-sleeve and classic short-sleeve t-shirts in black or white. The “OFF” stamp logo boldly graces the centre chest of each shirt. In terms of Football and Fashion collaborations, these streetwear touches to formal team uniform were groundbreaking and set a new standard for brand collaborations.
Completing the ensemble is a black belt featuring a silver Off-White “Arrow” buckle, white leather sneakers with a lateral arrow applique, a trademark tonal Off-White hangtag, and the reappearance of the “Uniform” quote. The football scarf, symbolising AC Milan’s identity, seamlessly blends with Off-White’s aesthetic, displaying the Rossoneri checkerboard topped with an Off-White block word mark and the scripted AC Milan word mark.
The informal uniform retains the trousers, shirts, and accessories of its formal counterpart but introduces a hallmark Off-White piece—the Varsity jacket. Crafted from white leather, this jacket features graphic patches, including Off-White stripes down the right sleeve and the AC Milan diavolo mascot on the body, capturing Virgil Abloh’s unmistakable design flair.
Beyond fashion, the collaboration emphasises ethics and social responsibility through the “Wear Your Heart on Your Sleeve” campaign. Encouraging AC Milan players to physically represent and support causes close to their hearts, the initiative aligns with Off-White’s “I Support” message, urging players and wearers alike to champion their beliefs.
The partnership further supports Fondazione Milan, AC Milan’s charity foundation, adding purpose and community impact to this groundbreaking collaboration. AC Milan x Off-White not only redefines football fashion but sets a new standard for ethical collaboration, intertwining style, culture, and social responsibility in one game-changing collection.
Arsenal X Maharishi – 2023
In the dynamic intersection of Football and Fashion collaborations, Arsenal, in tandem with Adidas, has once again elevated the game with a distinct limited-edition collection, this time in collaboration with London’s eminent streetwear powerhouse, Maharishi.
Following the success of their Jamaican-themed warm-up kit in 2022, which has become an iconic staple in the streetwear scene, Arsenal continues to explore the realm of high-profile collaborations, previously linking up with the likes of HumanRace & Stella McCartney.
However, the latest collaboration with Maharishi promises a unique blend of London’s streetwear essence and Adidas’ high-performance standards. Unveiled in October 2023, this limited-edition collection seamlessly integrates Maharishi’s practical and utilitarian designs with Adidas’ top-tier pre-match and travel attire, encapsulating the essence of Arsenal.
The result is a modern, stylish collection that undoubtedly has Gunners fans worldwide eager to add these exclusive pieces to their wardrobe.
At the heart of this collaboration is a camouflage-inspired range of clothing, featuring a pre-match jersey, anthem jacket, shorts, and socks. Designed for both on and off the pitch, the collection extends to include an Adidas GORE-TEX jacket, a hooded sweatshirt, and pants.
What sets this collection apart is the bespoke camouflage pattern, named DPM: Bonsai Dragon Scales, drawing inspiration from the upcoming Lunar Year of the Dragon. This unique pattern embodies Maharishi’s distinctive design signatures, blending Eastern and Western influences while using camouflage as a canvas to represent nature, art, and pacifism.
Maharishi, known for integrating mythological creatures into their work, adds a captivating touch to the pieces. Detailed with embroideries and prints, the collection not only celebrates the iconic Gunners’ cannon but also introduces a new incarnation of the club mascot, Gunnersaurus.
The promotional campaign features Arsenal players Declan Rice, Emile Smith-Rowe, and Reiss Nelson, providing a dynamic visual representation of the collection’s fusion of football and streetwear culture.
The collaboration has been described as adventurous and appealing, with Maharishi founder Hardy Blechman expressing his honour as an Arsenal fan to contribute to this unique range. He states, “As an Arsenal fan, it’s an absolute honour to collaborate on this range. It combines the very best in adidas performance, with the streetwear aesthetic of Maharishi.”
With the success of this venture, one can’t help but wonder if more groundbreaking collaborations lie ahead for Arsenal, particularly given Maharishi’s fusion of streetwear aesthetics and Hardy Blechman’s allegiance to the Gunners.
The Arsenal x Maharishi collection not only transcends the boundaries of Football and Fashion collaborations but sets a precedent for the potential convergence of sports and streetwear in future collaborations.
