Over the years, football stopped running parallel to street culture, and instead has become a reflection of it. In just 2018 alone, we’ve seen football designs, campaigns and collaborations that feel more Hypebeast than ESPN. With club season in full swing, we look back at some of this year’s standout football moments with street culture DNA.
If there was a World Cup title for best kit, Nigeria would have won before the tournament started. The kit embodied Nigerian style and bravado, and had the lookbook to go with it. With it’s street ready graphics, and Afrofuturism feel, it sold out instantly. The kit was even re-selling for three times the price like a top tier sneaker on Stock X. To further lend credibility to this show stealing design, the kit is up for the 2019 Beazley Design of the Year award along brands like Burberry and the costumes from Black Panther. Yes, Black Panther, Marvel’s billion dollar phenomenon.
This is everything your parents, and parents’ parents, did not think of when they envisioned football - which makes it the perfect statement of where the beautiful game is today. Imagine going into a PUMA Football meeting 10 years ago and saying, “Hey, I know what we can do for the new football boot campaign. Let’s shoot a video with this African Spanish trap music group. We can have upside down twerking on the football pitch, cut away to them doing donuts in a car and end up with one of the members being picked up by a giant girl.” Like we said, perfection.
Who knew that the Neymar Jordan 5 that dropped a few years ago was foreshadowing something even more historic when it came to sneakers and football. Jordan, arguably the brand that gave birth to sneaker culture, signed a three year sponsorship deal with mega football club, Paris Saint-Germain. So for the first time ever, the iconic Jumpman logo will now sit opposite a club’s crest on a football jersey, and more. Kudos to Jordan for making this deal happen AFTER Neymar left Barca for PSG.