Sportswear Brands Seek to Capitalize on Fashionable Soccer Trend
Sportswear giants like Adidas and Puma are seizing an opportunity to tap into the increasing fusion of soccer and fashion, extending their reach to a fresh customer base. This trend has been partly fueled by the success of this summer’s Women’s World Cup and the high-profile involvement of celebrities like Kim Kardashian seen attending matches while wearing soccer jerseys.
For fashion-conscious consumers and soccer fans, this merger of fashion and football is only beginning to take shape, according to Richard Busby, CEO at sponsorship consultancy BDS Sponsorship. The Women’s World Cup brought to light a significant demand for soccer-related merchandise tailored to women, with some backlash directed at brands like Nike for not offering replica kits for female players.
However, the fashion-soccer trend isn’t limited to women alone. Even Premier League clubs, with their well-heeled fan bases, are starting to recognize that they have a broader audience to cater to.
One example is the Greek football club Athens Kallithea, which has revamped its jerseys and marketing to appeal to a wider audience. Their campaigns feature women wearing the club’s unisex jerseys paired with satin skirts, offering a more versatile look for fans.
Soccer-themed fashion has also seen notable personalities like Kim Kardashian and model Mia Regan incorporating soccer jerseys into their wardrobe. Celebrities are showcasing their love for the sport by donning vintage soccer shirts from renowned clubs.
In August, Premier League club Crystal Palace appointed Kenny Annan-Jonathan as its creative director focused on apparel, with plans to expand their clothing range.
Adidas and Puma, which have long been associated with streetwear and pop culture, are actively investing in soccer. According to a recent GlobalData report, these German companies allocate a significant portion of their annual sponsorship budgets to soccer, reflecting the sport’s growing influence in fashion.
While Adidas and Puma are eager to harness the momentum of this soccer-fashion fusion, Prada, an Italian high-fashion label, also ventured into this arena, collaborating with Adidas on soccer cleats.
Puma, in particular, has sought to stoke the hype by launching a footwear collection in partnership with popstar Rihanna’s Fenty brand, inspired by the legendary Brazilian soccer player Pele. The launch campaign, featuring Rihanna inside a de-constructed soccer ball, was a resounding success, with the shoes selling out on the day of release.
Adidas has introduced “exclusively off-pitch” apparel collections for some of the high-profile teams it sponsors, including crop tops and dresses with subtle club branding, catering to consumers who both play soccer actively and those attracted by the sport’s culture.
Liverpool and Newcastle United are following suit, looking to hire creative directors, a move that could reshape the dynamic between Premiership clubs and their sponsoring brands.
Athens Kallithea and Italy’s Venezia FC have leveraged slick social media campaigns to sell their apparel globally, despite having smaller fanbases. This shift to attract a broader audience does come with potential challenges, as it may create tension with existing fans who are accustomed to traditional club culture. Nevertheless, the intersection of soccer and fashion continues to evolve, offering new opportunities for both the sport and the fashion industry.
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